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Market research enters the subconscious

Discussion:  Automatic emotion recognition software is changing the way market research is conducted by linking a person’s face to their feelings.  The software analyzes what a consumer actually feels based on their subconscious facial response.  This has proven to be a much more reliable source of information, as opposed to what the consumer says he/she is feeling.  This new research technique gives insight into the consumer, and allows researchers to measure it at a distance and in a variety of locations.

Source:  BBC News

Date:  March 6, 2011

Link:  http://www.bbc.co.uk/news/business-12581445

Discussion Questions:

  • If the automated facial recognition technology is adapted for smart phones, so that it is easily accessible by the general population, how might this technology affect our every day lives?
  • This technology could be used as a supplemental lie detector.  How could this potentially be harmful to society?

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