The UK Government’s Information Commissioner’s Office (ICO) recently sent shockwaves through the world of research by warning that facial coding and other emotion AI technology is “fundamentally flawed”.
But what does this mean for consumer pack, product and concept research – and the FMCG manufacturers that have invested heavily in emotion AI?
Given our long-standing doubts as to the validity of biometric methods (we have never offered facial-coding), MMR's Chairman and Founder Professor David Thomson has prepared a briefing document that explores the topic and shares scientifically grounded alternatives that MMR offers to help our clients access a deeper understanding of consumer purchasing behaviour.