One of the hardest things for marketers to understand is how people feel. This is quite difficult because we don't think about how we feel as we're feeling it. We have been conditioned to give rational reasons for “why” we do things. And for those providing feedback to ads in focus groups or through surveys, people often say what they wish were true, or what they think the surveyor wants to hear. 

We interviewed Graham Page, Global Managing Director of Media Analytics at Affectiva. During the interview, he talks to us about the challenges marketers face, and how Emotion AI serves as a tool to understand natural response to ad content.