Backlash Culture Network Evening: Mihkel Jäätma

London – At our recent Backlash Culture Network Evening we spoke to Mihkel Jäätma, co-founder of emotion-tracking software Realeyes, about the next major metric in marketing.

‘Think of us like a next-generation survey,’ Jäätma told LS:N Global senior journalist Daniela Walker. Realeyes measures thousands of data sets every second to work out precisely how someone feels towards a campaign or product.

Using facial-tracking software gives a much more honest and accurate representation of the customer’s emotional engagement, or lack thereof. At present, Realeyes is used to determine one of eight responses, including anger, disgust, happiness and amazement, and in what proportion.

Jäätma explained how the technology is already becoming much more sophisticated and how it can be used to generate real-time data to aid marketers. ‘Where we really fit are for the most polarising campaigns. Being neutral is not going to get you anywhere because there is so much content out there,’ he said.