- Dr Edina Harbinja, Senior Lecturer in Law, University of Hertfordshire
- Hamed Haddadi, Senior Lecturer (Associate Professor), Deputy Director of Research in the Dyson School of Design Engineering, and an Academic Fellow of the Data Science Institute in the Faculty of Engineering, Imperial College London
Emotions play a key role in decision making. Technological advancements are now rendering emotions detectable in real-time. Building on the granular insights provided by big data, such technological developments allow commercial entities to move beyond the targeting of behaviour in advertisements to the personalisation of services, interfaces and the other consumer-facing interactions, based on personal preferences, biases and emotion insights gleaned from the tracking of online activity and profiling and the emergence of ‘emphathic media’.
Although emotion measurement is far from a new phenomenon, technological developments are increasing the capacity to monetise emotions. From the analysis of inter alia facial expressions, voice/sound patterns, to text and data mining, and the use of smart devices to detect emotions, such techniques are becoming mainstream.
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