Feel Data deciphers the secret of (consumers’) hearts

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Long mysterious - " The heart has its reasons that reason does not know " wrote Blaise Pascal in the 17th century - human emotions have, in 2016, an unexpected interpreter: Feel Data . Invented by DatakaLab , a Parisian agency specializing in the human relationship between brands and their public , this potential buzz-word designates a technology that is used to " measure, in a quantified way, the emotional intensity of consumers", according to Frank Tapiro, creative emotional officer of the structure.

From medicine to marketing
Borrowed from the world of neuroscience, where data is at the telegram number list heart of many research advances, the tools needed to quantify emotions consist of a set of algorithms, a data analytics platform and... an "emotional sensor". Taking the form of a connected bracelet, which would be to marketers what the Fitbit is to athletes, the latter allows, as Alexandre Le Texier, Feel data chief analyst at DatakaLab, explains, to " inform brands about what the wearer really experiences when they are in contact with a product or service, during a brand experience or a purchasing journey ".




Stronger than words
Enough to make multiple-choice questionnaires normally used to find out how customers feel obsolete. " Feel Data is not intended to replace the declarative ," nevertheless specifies Frank Tapiro. " It supplements customer feedback with non-verbal data ." New information that needs to be translated into the language of numbers to be intelligible. In real time, the device developed by DatakaLab allows you to visualize on a screen the emotions felt by a given audience, in the form of an emotional intensity curve. To reassure brands about a potential misinterpretation, the agency assures that it can distinguish between positive and negative emotions.