Brands leverage biometric data to fuel positive interactions with consumers
Implications - Seeking to create more personalized experiences for consumers and ensure positive engagement on an individual level, brands are leveraging biometric data to track the emotions of consumers as they interact with their products and services. Emotion-tracking not only provides invaluable feedback for the brand on where the consumer is most engaged, it also indicates the perfect opportunity to enhance interactivity and brand love through positive emotional response.
Workshop Question - What are the emotions your consumer experiences as they interact with your brand? Where along this journey are they most and least engaged?
Trend Themes
1. Emotion-tracking Wearables - Wearables that capture emotional data are being developed to enhance the video game market in new and innovative ways.
2. Emotion-powered Pop-up Shops - Emotion-powered pop-up shops are being designed to create a multisensory, personalized shopping experience for consumers.
3. Sensory Retail Pods - Portable retail pods equipped with interactive video content and 'emotion rooms' are being installed in high-traffic urban areas to target millennial consumers.
Industry Implications
1. Wearable Technology - The development of emotion-tracking wearables presents opportunities for companies to create immersive applications in gaming and virtual reality.
2. Retail Industry - By employing biometric and emotion-tracking technology, the retail industry has the opportunity to create personalized, multisensory shopping experiences for consumers.
3. Advertising and Marketing - The use of emotion-tracking technology in advertising and marketing presents opportunities for brands to create more engaging and effective campaigns.
