In a Marketing Magazine column, he points to the use of technology that measured heart rates, skin temperatures, and electrodermal activity to gauge viewers’ reactions to the movie 'The Revenant' during pilot testing.
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Marketing Research Should Blend Data with Raw Emotions
Technology is helping marketers better understand the emotional aspect of customers’ purchasing decisions and reactions to new products, including entertainment, writes Pete Markey, who is the outgoing CMO of United Kingdom company the Post Office.
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