80% of our actions are driven by our emotions. For the giants of Silicon Valley, as well as your local supermarket, understanding and directing them is a major endeavour. The "feel data" business has become the next frontier.
Brands are increasingly using neuroscience to decode the reaction of our unconsciousness when confronted to their products or services. The "emotional marketing" is a new discipline which strives to know everything about us, even before we know it ourselves.
This business is expected to reach more than $40 billion by 2021.