 Personal devices that read our emotional states will need thorough concept and product testing in order to meet our needs
India has a thriving tech industry that out performs Silicon Valley. So when they make announcements like this, 'Artificial Intelligence-powered devices to read users' emotional state, says research by Gartner', then it really gives me pause. First off. It's mind blowing that personal devices might soon be able to read our facial expressions, pick up tonality in our voice, and interpret our behaviour. But it also makes me think about implications for concept and product testing and knowing the difference between them.
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 Have to give a shout out to Jared Spool over at UIE for his recent blog post about the Net Promoter Score.
Even though the NPS metric has been debunked there are many businesses still using it. Jared's post is nicely detailed for anyone looking to educate themselves about the issues associated with using NPS.  Data and research findings can be challenging for those not immersed in its reality on a daily basis. Plus reading research reports can be time consuming for anyone under the pressures of doing business today.
Research reports are typically dense, detailed and complex documents containing loads of research findings. For every question being asked of consumers whether it be via a survey, face to face, or via observation there are individual responses that need aggregating. Then these aggregated responses can be 'cut' or regrouped to enable comparisons e.g. overall responses versus males versus females. All this analysis means there's a lot for readers to get their head around. |
AuthorDonna Bonde is the Owner and Director of Rapture Consulting. She consults to agencies and brands who want to better understand the way consumers think and behave. She bases herself in Sydney, Australia. 
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