Software, recorders, scanners, cameras, and analysts are all essential ingredients of media analysis service. However, there are technologies just around the corner that are promising to change the way media analysis works. These technologies will enable analysts to make a real time analysis of the impact that certain news is having. One of these technologies is emotion recognition.
If you are confused by what I just said, I’ll just explain. Emotion recognition is a new concept in this age of Smartphones with front cameras. Some MIT innovators thought of using the Smartphone front cam in a sinister way – to read your emotions. Through specially developed software, the camera can record and transmit your facial expressions to a remotely located analysis center. The analysis center has the latest computers running emotion recognition software. What it means is that as people see a news item, watch a TV show or see an ad, you can know how they are feeling. The technology can decipher your facial expressions to tell whether you are happy, sad, angry, tense, depressed, or relaxed.
The implications of emotion recognition technology are widespread and diverse. Emotion recognition gives a whole new direction to media analysis. A brand can now find out what the customers are actually feeling about their message, and not what the “say” they are feeling. Research has shown that people may hide their true emotions during surveys and studies. Emotion recognition technology does not depend upon what the audiences say they are feeling, but reads their facial expressions to find out their true emotions.
For instance, if a company releases an advert that is supposed to be funny, it can find out whether people are actually laughing or smiling while seeing the advert. Movies and commercials can be shown to select groups of people on opt-in basis and their actual impact can be measured. As media analysis progresses further, it might be possible to analyze the emotions that your targeted news stories and videos are generating. At times, people might like an advert internally, but might not like to confess that openly. Emotion recognition and monitoring can track such hidden cues and help marketers and others to gain deeper insights into human behavior.
The technology can also have use for politicians. It was already used for monitoring the results of Obama’s 2nd presidential debates. It could make a huge difference if campaigning politicians could know how their constituents are feeling when listening to them. They could use this information to come up with better arguments or stress on the right points.
For Internet marketing, emotion recognition can be used to direct ads at users, depending upon their emotional profile. For instance, if a user spends more time playing games that make him tense, search engines could target that user with a game that raises anxiety levels.