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Revealing unconscious emotions by means of physiological measurement

Sometimes traditional surveys just hit the brick wall – especially if consumers are asked to describe their feelings, although the respective situation occurred already a while ago. However, the consumer’s emotional experience is particularly interesting when it comes to optimising the customer experience. Dr. Jessica Schomberg and Dr. Michael Koch explain in their article in Research & Results, how one can get on the track of the consumers’ underlying sentiments by means of implicit measurements using wearable devices.


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