Prediction of consumer emotional behaviour

What is it?

A solution developed by AZTI that combines behavioural science, biometrics, and predictive analytics to identify how emotions influence purchase decisions and market acceptance. This approach provides objective, bias-free insights that are critical for predicting commercial success.

Problem addressed

Surveys and interviews capture only the conscious part of the consumer experience, often influenced by social desirability or selective memory. This service detects automatic physiological responses that directly affect purchase decisions, reducing the risk of failure and guiding product development and communication strategies.

How does it work?

During exposure to a product, packaging, advertising piece, or experience, the following parameters are recorded:

• Eye tracking: identifies which elements capture attention and in what sequence.
• Galvanic skin response (GSR) and heart rate: measure the intensity of emotional arousal.
• Facial coding (Face Reader): analyses facial expressions to interpret emotions and affective states.

The data are processed using predictive algorithms and statistical analysis to anticipate market reactions and support decisions related to design, marketing, or positioning.

Key benefits

• Reliable prediction of acceptance or rejection before launch.
• Objective data that eliminate bias from self-reported responses.
• Comprehensive optimisation of product, packaging, messaging, or experience.
• Multisector applicability: food, beverages, retail, hospitality, and beyond.