No need to be neuronic
A tech startup has developed a brain-scanning electroencephalography (EEG) device, which records the wearer’s brainwave data and interprets these brain signals to determine a consumer’s emotional state. As noted by the author of this Motherboard article, combined to Google Glass features, which include geological or eye-tracking, you could gather information on consumers’ neuronal processes that would enable the development of a new generation of hyper-personalised ads.
Obviously, online ads already track your digital footprint, and Google already uses neuromarketing to determine which websites to elevate in its search results, based on consumers’ emotional responses. But collecting data from consumers’ brains from an internet-connected wearable gadget clearly takes it to another level. Tony Gaitatzis, Personal Neuro startup executive, believes advertising will be the main use of this new technology.
Now, I don’t know how you feel, but from the author’s point of view, until we get to this point, there are serious ethical questions we ought to ask ourselves. Is there a limit to what marketing agencies are allowed to know about you? This kind of device would tell them what happens in the connections of your brain, and therefore what your emotional reactions to a perceptual input are, before you even become aware of it yourself. Before you chose whether or not you want to express yourself about your mood and feelings, this information is already registered and interpreted for commercial use.
These are important questions, and it surely is the right time to decide how and to what end to use these exciting new technologies.
If you would like to further discuss these questions, and discover new technologies and their potential, you can join us at the Neuromarketing Briefing, on 26th June in London.