This week’s Question: Last week, Japanese retailer Uniqlo debuted UMood, a brain-wave analysis system designed to match the right T-shirt to a specific customer. After the shopper puts on an electroencephalography (EEG) headset, the technology's algorithm employs five metrics — interest, like, concentration, stress, and drowsiness — to measure the user's response to a set of videos, and tries to best find a design that corresponds with the user's mood. Uniqlo used surveys to map its more than 600 T-shirt styles and colors to various mood territories.
What do you think? Is “neuromarketing” valuable for consumers?