Are biometrics worth the trouble?

The world of biometric research for marketing is exciting, in that it holds the promise of understanding the emotional connection to products and brands. But is it worth the trouble? There’s disagreement.

Many say the insights are intriguing but ultimately not worth the additional pain in time, money, and a sort of black-box obscurity in methods. Others say the benefits outweigh these costs, particularly since we are developing a superior science for the future (i.e., some sacrifice is worth it).

What’s your view? Please tell us below. We invite your opinion!