Mars identifies relationship between consumers' emotional response to ads and sales performance

Mars has teamed up with emotion measurement technology specialists Realeyes to help identify the creative aspects in its advertising which can trigger the kind of emotional response in consumers that leads to sales.
The study measured how people felt while they watched ads by using artificial intelligence to analyse their facial expressions through their webcams. It consisted of 149 ads across 35 brands involved 22,334 people in six countries.
Realeyes technology measures the micro-movements of