Currently, using online cameras for eye tracking and for measuring emotions through facial response coding are two of the hottest areas of innovation. It is easy to imagine how either of these two techniques might be refined by combining them with information from another quadrant from the Kahneman matrix.

Currently eye tracking tells you where a viewer is focused on screen, but it does not reveal what is going on in the brain as the eyeball is looking. However, someday it might be possible to use eye tracking to determine when memories are being formed. We know from neuroscience that memory is suppressed when the eye scans or “saccades,” and so memories appear most likely to occur at points of eye fixation. By correlating data on rates of eye fixation with short-term peaks of memory obtained with the Flow of Attention® picture sort, it should be possible to prove this hypothesis and calibrate eye tracking cameras to record the moments when experience is turned into memory.

One of the limitations of facial response measurement technique is that the types of emotions that can be coded are like primary colors; there are only about six primary emotions. In general, marketers have a much more highly developed palette of emotions that they are trying to associate with their brand—e.g., confident, sexy, powerful, fun. It certainly seems possible to teach the neural-net software that performs the facial response coding how to read a much wider range of emotional responses on the face of the Experiencer Self by calibrating facial expressions with Picture Sorted meanings obtained from the Remembered Self.

If you have any questions or if you would like a copy of the full paper, “Completing the Picture,” please contact Sonya Duran (sonya@ameritest.net)