tracking this could provide valuable data not only to produce data for targeted marketing, but can also provide valuable feedback on the effectiveness of marketing and advertising campaigns as well. This would represent the ‘holy grail’ of marketing data – real time emotional reactions to the products for each specific customer. However, even with the restrictions of privacy laws, bulk anonymised demographic data would also be invaluable to marketing companies.
Issues and crisis management
This technology could also have applications in issues and crisis management. Eye movement coupled with emotional responses to each part of a news stories would provide very specific data as an issue develops or crisis unfolds. Coupled with demographic and psychographic data, these technologies could transform the industry. And consequently lead to more effective responses to important events, increase understanding of a company’s publics and allow more effective preventative measures to be taken. Such data would also have significant impact on marketing strategies, product development and public relations communication generally. The data could even be fed into AI and Machine learning systems, which can pretty much predict our behaviour already.
Retail
Face recognition technology is also being considered by retailers. The technology could track customers through the store. Which includes their route through the store, items viewed and items being considered for purchase etc. This data could be used for targeted advertising, discount offers and promotions, in addition to data already collected by their use of store cards. Technology is also becoming increasingly effective in reading facial expressions, as well as body language in general. Coupled with eye