ROLE OF ARTIFICIAL INTELLIGENCE IN ANALYZING EMOTIONS

Abstract

Automotive companies’ endeavor is to make digital interfaces, products and advertisements more customer friendly and attractive. Traditional market research methods collect stated responses from customers but have limitations in decoding real emotions. Neuroscience used in performing market research is Neuromarketing. Artificial intelligence (AI) can integrate neuroscience and marketing to understand customer emotions by decoding brain activity and physical reaction to marketing stimuli. This study attempts to bridge the research gap where limited research has been conducted to understand how AI is applied in market research in automotive industry to analyze customer emotions. Study outcomes will help market research agencies to use AI effectively to understand customers. Qualitative research was conducted among Automotive companies and Market Research companies who provide Neuromarketing solutions. For testing product designs, digital interfaces like websites, marketing content Neuromarketing methods were used by a few automotive companies. This study unearthed potential of AI to overcome certain barriers of Neuromarketing like small sample size, longer time to complete the study and being expensive compared to traditional research methods. AI can help cover more sample size, take a shorter time of analysis /reporting and be more economical as compared to manual Neuromarketing. AI can decode emotions via analyzing data from Eye tracking, EEG and facial coding to conduct market research more efficiently.