Most consumer behavior is reviewed through ratings and recommendations along with studying purchase patterns. It has become important for brands to know their consumers inside out to best serve their needs.
In live with its vision to become 100 percent digital, Dentsu Aegis Network has developed a tool to read what exactly goes in the mind of the consumer during purchases. The tool called Emotion Analyser, a real-time emotion visualization from brainwaves, detects and maps human brainwaves and visualizes the human subconscious and its emotions. This device was put to work as Dentsu explored the power and potential of new technology to uncap the inner workings of the human mind.
“It’s not only important to engage with consumers and understand their behavior, but it is necessary to dig deeper and engage with the subconscious of the people,” explained Key Shimada, Group Director of Innovation and Business Development at Dentsu.
The tool offers to provide five emotion-based parameters — affinity, interest, concentration, drowsiness and stress. It has potential applications across a wide variety of fields, focusing on consumers’ subconscious and unconscious.
“The tool helps to read brain data, read emotions and accordingly helps brands to approach consumers,” shared Dave Budge, Executive Creative Director, Isobar Australia, who was on stage with Mr Shimada at the ongoing Dubai Lynx International Festival of Creativity.
Mr Shimada explained how the tool can understand the stress points of consumers. “We know that when people are asked about something, they can pretend or hide their real feelings. Brands need to get out the message at the right time. Hence, it’s no longer enough to know how people feel but also what they are actually thinking.”
In Japan, Dentsu has already been working with corporate R&D centers and product development departments to evaluate consumers’ emotion and experience about products and services. It can also be used in focus group interviews.
