DON’T pretend you don’t want that chocolate bar. Software can now sense how much you’ve been swayed by marketing just by analysing your face as you watch advertisements.
Ad companies are often interested in gauging consumers’ reactions to their latest TV spot. Traditionally, this is done by bringing a few customers into an office and asking questions.
But the system made by Affectiva, a start-up in Waltham, Massachusetts, can pick up on hidden emotions just by monitoring face movements. The approach, says Affectiva’s principal scientist Daniel McDuff, lets you find out what people actually think from moment to moment while the ad runs, not just what they say once it is over.
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