Mark Twain once said that 'Any emotion, if it is sincere, is involuntary'. This statement was substantiated by Daniel Kahneman who famously determined that human decisions are influenced more by the fast, implicit system 1 brain, rather than the slower, more considered system 2 brain. Further evidence of this comes from market research experts, BrainJuicer, who have developed a tool called ComMotion. Tested on thousands of adverts globally, it measures an individual’s emotional reaction using ‘FaceTrace’ technology showing, not only what people are feeling, but how strongly and why.
Observations inspired by insight articles posted on haystackonline.com. Read more from haystackonline in our Clubhouse.
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