In his classic work on human psychology, The Crowd: A Study of the Popular Mind, Gustave LeBon wrote: The greater part of our daily actions are the result of hidden motives which escape our Observation.”

What truly compels people to buy things? It’s the root question behind almost everything that is done in the industry! If you ask people questions like – “Do you like that ad?”, “Do you remember that ad?” or “Would you buy that product?” you are only talking to one part of the brain: the conscious part. If we really want to gain deeper understanding of consumer behavior, we need new research techniques that are able to access the subconscious mind.


The power of emotions should not come to us as a surprise. It is these emotions that control all our activities even our buying decisions. As consumers, we first decide on buying anything based on our emotion and then try to justify it through the more rational parts of our brain.

Emotions are the reason for people to prefer brand names, even if generic alternatives are available. The more people feel, the more they spend. Also, consumers are often unaware of the drivers that determine their decisions.

The lesson? If your marketing is not evoking an emotional response from your target consumers, you are making it tough for your prospective customers to purchase from you.

That’s right. Your own marketing is potentially causing prospects to turn away from you and your brand.

Traditional methods were used to investigate human behavior and most often a question answer approach (surveys, questionnaires). There are numerous reasons why this approach had its drawbacks. It was often prone to biases, with respondents unable or even unwilling to speak their mind or not know his/her real mind. This is where biometrics came in.

Biometric research uses non-invasive portable dry sensors that are designed to measure and record various signals that our body produces – from facial expressions, to our heart rate, brain signals, and more. By providing a method for measuring the subconscious thoughts and feelings of a respondent, these factors can be quantified, compared, and unbiased conclusions can then be made.

For instance; Eye tracking would show how much time and attention the respondent gave to the product, while measurements of the brain recorded through EEG (electroencephalography) gives us information about the feelings of engagement or avoidance that the customer experiences.

Biometric technology has been with us for over two decades, progressing from the mere finger print identification in the mid-1800s’ to the latest AI technology assuring us of its prominence & indispensability. How will it evolve over the next decade?

Initially, used to understand how consumers engage with their brand content and advertising, and how emotions influence brand awareness & purchase intent. Now it is also used to infuse consumer experiences, apps and interactive advertising with EmotionAI. Being able to adjust one’s marketing dynamically, based on the real-time reactions of the audience, will empower marketers to provide the right message at the right time to the right person. This technology will give marketers the power to truly delight and engage their customers with uniquely dynamic and personalized interactions.

With new products sprouting every minute, competition between brands is fierce. Succeeding in today’s market requires more than just keeping pace with what everyone else is doing.

When most market research techniques rely on what users have to say, it is time to give yours a competitive edge by knowing a customer’s unarticulated and unsaid feelings. Affect Lab goes beyond surveys and questionnaires, to delve into your user subconscious & ensure your brand resonates with them emotionally. Visit affectlab.io to experience or to schedule a 15 minute FREE DEMO!

Affect Lab