3 Responses

  1. Oleg Klepikov
    Oleg Klepikov at |

    The interesting thing could be following – our rational or any other called consciousness is just the brake for our emotional life. Life of a real decision making process. Just look at it as it is – it works with the most important things, most urgent and the new one, but it only for the more complex analysis in case you have missed something that is unusual and doesn’t match to simple and mostly effective patterns of our behavior those you use and have learnt during your life.

    And another – it doesn’t have real picture why we buy. No way. Our buying behavior and other, and other depends only on system 1 or ‘emotional system’ that is unconscious at all. By unconscious I mean noticeable but unexplained behavior or feelings. We are not going to believe to our words in straight maner, aren’t we? That would be that we believe in post-purchase rationalization.

    So I completely agree that we have only one way – we should understand and measure our emotions, but isn’t it a bit difficult nowadays?

    We have no one technology to measure tiny expressions on the face (microexpressions included) and we have no schools and educational centers where our analysts and moderators could get these skills… I think we are on the right way but we’ve missed something – we should do something with it, not only be impressed by things like Noldus and other similar companies presenting to us and those do not work well in a real life (because fear can be expressed by only small tension of an eyelid and now only so impressive and complex system as another man could catch it and fully interpret it in a right way), but we should focus on competence of our workers, we should meet lack of understanding theoretical background, widely spreading knowledge and so on…

    The earlier it’ll come to us, the more transparent and effective market we will have in nearest future. Future without the incredible and very impressive for many statements, such as this: “We measure your emotions and your attention at 2000 times per second”… It’s really terrible. Lets do something with it and not to allow “marketing” working for the marketing and research field…

  2. Per Lind
    Per Lind at |


    Good read as always. I think your reference to heuristics and the focus on this will let up in 2013 either. What I see is a natural interest in real-time biometrics paired with eye tracking, as in my example, is where a lot of FMCG brands will go. As we have experienced in Asia, as a result of the global economic crisis, many over-the-board campaigns have again been trimmed by the bean counters and the agencies and researchers are starting to use more factual design decision modelling, to chose the best (most impactfull) POS and print ad designs, making sure they test for winners before releasing any designs or campaigns. This gives a good growth potential for the biometrics meets eye tracking story. For more detailed information, follow any of the Eye Tracking forums on LinkedIN, where we contribute regularly. Any other thoughts on Simon Says? Per Lind, Partner, iMotions Eye Tracking ASEAN

  3. Monique
    Monique at |

    Hey Oleg
    I understand what you are saying. Sometimes it’s not about better technology, but about better understanding leading to an elegantly simple solutions.

    Thanks for the post Simon,
    it was really informative. I hope that as both people and businesses we start to value emotions for their true worth.

    Culturally-wise emotions are undervalued, and feminised. This is a grave mistake. Look at how companies like Apple can make millions selling over-priced products simply by valuing emotions. There is so much more research needed in this area.

    Perhaps you could also do a follow-up post discussing how central emotions are to all decision-making?
    I would also really like to know some practical ways to measure emotions. However, I am aware this is not a simple thing I know.

    Kind regards


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