Emotions, not algorithms, are the next frontier in analytics, with significant implications for brands.

Creative agencies are effusive about the possibilities that lie in using emotional analytics to improve marketing. “Tools like facial recognition, reaction-time testing or neuro tools are sort of the ‘Holy Grail’ for a creative agency,” says Rob Ward, strategy partner at 18 Feet & Rising. “They add a level of scientific rigor to your argument that most people can’t deny.”

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