Web exclusives
Counting the beats: a critique
Does heart always lead head? Steven Walden challenges some of the assumptions and myths he sees running through our recent series of articles on measuring emotion.
Questioning the nature of research
Research is undeniably important, says Rory Sutherland, but it needs to be “significantly improved” in light of what neuromarketing and behavioural economics teaches us.
From the print edition
Counting the beats
The understanding of emotions and how they influence behaviour is advancing. Brian Tarran looks at how this is changing research.
Emotional research is about more than just measurement
Measuring emotions is vital, says Nick Coates. But understanding how they combine and evolve to shape our lives requires more creativity.
Look into my eyes
Eye-tracking and facial coding have made the jump online. Robert Bain looks at the web-based tools that can tap into the emotions our faces reveal.
Head to head
Talking heads – and hearts
When Phil Barden and David Penn clashed briefly during the Research 2011 neuroscience session we were left wanting to hear more. So we stuck them in a room together for an hour-long discussion of brains, emotions and marketing.
Metaphor elicitation
A picture tells a thousand words
Tapping into the imagery that we all use to understand the world around us offers researchers a way to get at consumers’ emotional responses, says BDRC Continental’s Richard Smith