Forbes Rolls Out Mobile Emotion Measure

US-based agency Forbes Consulting Group has introduced a new tool called MindSight Mobile, promising access to consumers' emotions in real time as they use their smart phones and tablet devices.

The company, which was founded in 1985 and is based in Lexington, MA, combines qual and quant research, consultation and ideation to explore the links between psychological insight and business strategy.

The new tool is driven by its MindSight application, which uses neuroscience to identify the specific subconscious emotions motivating consumer to buy.

MindSight Mobile can be deployed on smart phones and tablets such as the iPhone, iPad and Android devices to uncover consumer emotions in real-time - for example when advertising is consumed in the home, shopping malls, movie theaters, stadiums and other venues.

Group President and CEO Dr David Forbes, who is the creator of MindSight, comments: 'MindSight Mobile takes emotional research 'into the moment' where consumers purchase, use or experience brands. Rather than relying on consumer reconstructions of events and feelings that occurred days or weeks earlier, the tool takes researchers to virtually any location as the event is happening.'

Web site: www.forbesconsulting.com .