Such a purchase was announced this week, with the venerable computer manufacturer purchasing Emotient. The startup, founded in 2012, specializes in mapping facial characteristics to emotions to help marketers better understand consumer reactions to engagements.Given the iPhone’s camera, the possibilities seem endless:
• Gauge the emotional response to an advertisement
• Measure the reaction to a music video
• Assess reactions during video-gaming
• Evaluate the attractiveness of a potential partner on a dating site
Here's the guarded information offered by Emotient's minimalistic site:
Emotient is the leader in emotion detection and sentiment analysis, part of a neuromarketing wave that is driving a quantum leap in customer understanding. Our services quantify emotional response, leading to insights and actions that improves your products and how you market them.
"Neuromarketing".
What could possibly go wrong?
Hat tip: BadBlue Tech News.
It presumes there is a connection between the face and the brain. It's a new world that looks at people as though they were chimps, and treats them like chumps. Congratulations to the googles and facebooks that have employed our best and brightest to mine data, scrutinize data points, and figure out who we are without ever meeting us.
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