Read emotions it is something that humans can do, but the machines still have trouble getting.
If some brands have learned in recent times and if anything has become clear in recent years on how brands and consumers relate is that intangible and non-rational elements are gaining more and more weight in the relations between them others. Emotions have become one of the key issues in understanding why consumers stay with a brand and not another and one of the points that firms seek harder. All brands want to arouse positive emotions in consumers.
Emotions are also a land with some degree of danger. At the end of the day, misuse emotions may end up hurting the brand, making things look a lot less favorably than the company thought it would achieve. Companies have to be careful when touching the emotional points because not all elements work the same and not all have the same impact in creating favorable conditions for consumers relate to the brand.
But that’s not the only problem that arouse emotions and is not the only challenge they face when dealing with marks them. Emotions also present a serious problem in another area: the brands are using, they are pouring money into generating them but they find a remarkable difficulty of measuring them. As with many other elements that are beyond the tangible, measuring emotions is very complicated and very difficult, and that cannot be quantified.
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Things could be changing or at least could be pushing marks a new trend in this area. In fact, some in line with what is being presented and the things that are moving considers that the measurement of emotions could become one of the greatest points of support and interest over the coming months. As noted in Warc, based on fan submissions that have been made, one of the big trends of 2016 could be the tracking of emotions.
Specialized companies have recently launched various products and services that work directly as measuring element of the emotional impact that products and services have on consumers. Thus, in recent weeks it has been presented from an agreement between a media agency and a startup to measure the emotions of consumers to the videos that are using webcams to tools and formats work to create content that is more emotional measuring the impact emotions at all times. At CES wearables presented with emotional capacities and were able to read the feelings of those wearing them and also devices using large masses of information already available to draw conclusions about emotions.
All these presentations are not well more than a new chapter in the war of emotions. Startups have spent years trying to position itself in this market and trying to gain the thread of emotions and what may be telling the company.
Emotions, difficult terrain
All of these tools could help companies to clear the jungle of emotions and help you know whether your investments to create feelings are really working. To that must be added to read emotions in general (and not just as an element of ROI) is very difficult and companies significantly costs them know what is happening or how users are feeling at the time.
The issue is very complex. Read emotions it is something that humans can do (although not always) but the machines still have trouble getting (although advances in artificial intelligence make the border is closer). Machines can see things that are not true or can be fooled by the consumer.
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One of the clearest examples of this are the social networks, where for some years there are a few programs that attempt to measure the feelings and emotions of consumers either generally or specifically. These programs sometimes get to see the facts and others generate conclusions are far from what is reality.
Why does this happen? The truth is that measuring emotions in social networks is very difficult and almost impossible. The technology is not yet able to read double entenders and puns. Sometimes what may seem a user says one thing but means another reality? At about social structures themselves that make users operate in a very complex way on the stages of social networks and issuers are not really emotions at all times add up. And finally, these analyzes have to oversimplify things, making things a yes or no, when the truth is that things have many nuances.
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