Dr duane walk the martic tech podcast. It's bigger thanks for having me excited heavy. As our cast excited to talk a little you know of the more technical side of marketing. This is the mark tech podcast. Normally kind of focus on the mar part. And you're going to bring some tech influence here in the sense of machine. Learning artificial intelligence the more sophisticated technologies we use. Let's start off talking a little bit about media. Science in the description of this podcast. I mentioned biometrics facial expression i tracking. Eg g. those sound like really complicated technologies. how are they actually being used in marketing. I mean they are complicated. Of course the issue that we address in our research is that when you're talking about marketing above all your taxes back human emotion but the tools that we use to get to human emotion usually depend on self report in other words whether it's a focus group for a survey or interview were relying on woke people. Tell us about their most journey. The problem is people lack an understanding of own motionless journey. So when you ask a person a question about how. They feel about something what they're giving. You is the rash on reputation of what they think. They must be feeling. And that's actually far removed from their actual emotional encounter so what we do at media. Science is we want to measure that emotional response directly rather than being just depended upon what people tell about it. So the tools that you mentioned are all tools that are designed to get at measuring that emotion directly. I mean they are fairly complex. One of the reason they're complex is because they very pressing the person so you can't do this against a generic set of measures you have to actually calibrate for the individual. And then you have to actually let the that individual's response relative to their universe so to speak so that you can situate them in terms of what it means for them against the data but very exciting because it just exposes layers of data that we don't see otherwise