BizSugar.com › Marketing › Emotionomics, Anyone?

Now that we're in the new era of consumer control, it's a good time to rekindle discussion of the role of emotion in marketing. Dan Hill, president of Sensory Logic, a Minneapolis-based research consultancy specializing in sensory-emotive strategies, just published a new book, "Emotionomics: Winning Hearts and Minds."

Feelings matter, Hill insists. More important, what people say doesn't always align with how they feel or what they ultimately do. He calls this the "say/feel gap." Marketers, therefore, need new models for accurately metering emotions. Hill argues that "making a sensory-emotional connection through superior creativity and empathy becomes the key to winning over the audiences on which profitability extends."

Facial coding, or measuring consumers based on the visible emotions they express, is one important measurement building block.