How Emotional Analytics is Helping Big Brands Understand Customers Better


With an overwhelming array of consumer products on the market, both physical and digital, many brands are turning to emerging tech in the form of emotional analytics and consumer neuroscience in order to understand their customers better.

One company providing these solutions is Tacit, a technology company developing emotional analytics tools for businesses. The company specialises in affective computing and consumer neuroscience in order to leverage biometric data to measure emotional, stress and cognitive states. This technology can be used for a wide variety of purposes, from helping businesses to conduct in-depth market research, to improving our understanding and interpretation of a variety of situations, from interactions in the workplace to political debates.

Which Companies Use the Technology?

Tacit works with large organisations and Fortune 100 companies in 44 countries across the globe. The company’s client list includes: Mars, Hasbro, Adidas, Unilever, Dove and Magnum to name just a few. There are also a variety of use cases, including helping companies analyse customer reactions to physical and digital products.

For example, if a company wants to know how users interact with their app, website or how, when and why they skip on a YouTube ad, Tacit products can help map out the entire emotional user journey. This includes discovering where problems occur, what notifications the user finds most stressful, which moments of the process are most enjoyable, and what e-commerce button makes them more likely to purchase.

How Does it Work Exactly?

The company uses more than 11 biometric data sets, including EEG, ECG, facial coding, speech sentiment analysis and body movement detection, to ensure the highest accuracy for a range of actionable analytics and metrics. To achieve this, Tacit has two key products that are commercially available: a Lite version and a Pro version.


The Lite version enables the collection of granular emotional and behavioural data using nothing but a smartphone or laptop. The Pro version uses a variety of wearable technology to collect a range of sophisticated biometric markers, and cross validates them to get the highest possible accuracy.

Who Founded the Company?

Tacit tech is a product of ID Guardian, a biometric research company founded by entrepreneur Josipa Majic in London in 2013. The 10 strong team includes computer scientists, neuroscience experts, MDs, psychologists, researchers, hardware and software engineers and the company has offices in London UK and Zagreb, Croatia.