Emotional platform for marketing research
Abstract
In order to face new social and mobile realities, Marketing has advanced towards the reinforcement of customers’ relationship based on understanding consumers’ behavior. Emotions, having such an important role in our lives, are a key aspect on this behavior and should be incorporated in its analysis. We present in this paper a platform based on Affective Computing technology that allows marketers to gain insights of consumers’ emotional response, facilitating them with a great tool to study and design their marketing strategy, and enabling the generation of better consumers’ experiences. In this paper, we describe the design and implementation of the platform, as well as the uses cases that will allow the validation of the platform.
BIB_text
title = {Emotional platform for marketing research},
pages = {491-501},
volume = {55},
keywds = {
Affective computing, Marketing, Emotional recognition, Facial expression
}
abstract = {
In order to face new social and mobile realities, Marketing has advanced towards the reinforcement of customers’ relationship based on understanding consumers’ behavior. Emotions, having such an important role in our lives, are a key aspect on this behavior and should be incorporated in its analysis. We present in this paper a platform based on Affective Computing technology that allows marketers to gain insights of consumers’ emotional response, facilitating them with a great tool to study and design their marketing strategy, and enabling the generation of better consumers’ experiences. In this paper, we describe the design and implementation of the platform, as well as the uses cases that will allow the validation of the platform.
}
isbn = {978-3-319-39344-5},
isi = {1},
doi = {10.1007/978-3-319-39345-2_43},
date = {2016-08-01},
year = {2016},
}
