Wearable device detects consumer emotions

Wearable device detects consumer emotions

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Much of consumer neurological testing focuses on gauging consumers’ responses to what they see and hear. But consumer responses are not black and white, like or dislike. In fact, people experience a wide range of emotions in response to products and experiences. Shoppers may become initially excited by certain brands, but then become overwhelmed by choices and lose interest; viewers may become frustrated, bored and entertained in the course of watching a single video. Now, MIT Media Lab spinout mPath has developed a way to measure the exact moment when consumers feel these subconscious responses. Their work allows companies and organisations to better refine their products and services to match consumer expectations. According to mPath founder and CEO Elliot Hedman, “Right now, companies struggle to understand their customers’ emotional needs or wants. But if we listen a little to consumer emotions, there’s a lot of room for innovation.”

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