We are entering an era where, thanks to technology like facial imaging, “soft-data” on emotions – traditionally the province of qualitative studies or smaller scale specialised surveys – will become “big-data” that provides very hard results.
At first glance facial imaging (or “facial coding”) seems like just another variant of Neuroscience testing, but in fact it has some very different features. In earlier posts we’ve written extensively on the results obtained from this technology (e.g. see “Soft-Drinks, Soft-Sell“), but in this post I want to get across the point that the really big news is not so much how well facial imaging measures emotion, but how many people and how much emotion can be measured. This makes it fundamentally different from hardware dependent methodologies like EEG or conventional survey based methods. Two thought experiments for market researchers might illustrate: Read the rest of this entry »