The technology comes courtesy of the company Realeyes, and founder Mihkel Jaatma explained in a statement that 90% of human decision-making is done subconsciously. He said that while many companies try to find out what customers want through verbal or written questionnaires, which can be tedious, “emotion measurement technology captures and delivers unfiltered emotional responses in real-time, delving much deeper and detecting non-conscious signals to stimuli. People aren’t considering their responses, they are organically reacting, giving a far more intuitive and raw response.”
https://www.lonelyplanet.com/news/2017/10/20/new-technology-will-tap-subconscious-reveal-dream-holiday/
