Marketers must exercise caution while using this technology.
The author in this article discusses emotion detection in detail and its relevance to marketers. By having access to accurately measured emotional response data, marketers can tweak campaigns and get better results in customer acquisition and retention.
Currently, emotion detection is being used by marketers mainly in research and in focus groups. But, for emotion data to truly be useful, it must be accurate. However, while the technology is continually evolving, it isn’t accurate enough and its potential pitfalls outweigh the benefits.
The best result can be delivered by emotion detection technology when a human makes the final determination. While researching and advancing the field, implications of error rates and the potential of problematic biases must be considered.
[4 minute read]