Measuring Emotion: The Key to Winning the Consumer’s Heart

In today’s ever-changing world, capturing consumer emotion is the Holy Grail. Why? Because emotion directly affects our subconscious, even before logic takes over. Intense emotion creates a strong bond, increases recall and boosts brand impact.

Why is Emotion Measurement Essential?

Instant impact: Emotion hits before reflection, triggering rapid, authentic reactions. Intense Memorization: The stronger the emotion, the more the experience remains anchored in the memory. Reinforced commitment: Provoking emotions creates a human, committed relationship with the brand.

How does it work?

To measure emotions, ActFuture uses advanced technologies to capture reactions in real time: Eye-Tracking : tracks eye movements, identifies areas of fixation, and decodes the consumer’s visual path. GSR (Galvanic Skin Response) and Heart Rate : Measures emotional response via sweat and heart rate to capture feelings such as stress, joy or frustration. Facial Coding : Analyzes facial expressions to detect instantaneous emotions and spontaneity. After sensory analysis, an in-depth interview allows consumers to verbalize and explain their feelings, giving brands a complete picture of the experience.

The result? A strategic asset

Thanks to this approach, ActFuture helps brands make precise, informed choices: which packaging, which message, or even which parts of a film or music create the most emotion? By understanding what triggers emotion, brands can perfect their strategy to better captivate, convince and build loyalty. Isabelle Fabry, CEO of ActFuture, sums up: “Synthesizing emotion into clear data, free from rational bias, is every marketer’s dream. With this measurement, strategic decisions take on a new dimension, linking quantitative data and qualitative insights for maximum effectiveness.”

Whether in France or abroad, ActFuture is there to reveal the emotions at the heart of every customer experience.