While most people intuitively understand that emotional impact is important in advertising, our emotional responses are tricky things to tie down and measure. So conversations about emotions in advertising can sometimes sound a little vague and hazy. However, emotional impact is increasingly something that we are able to quantify using a variety of emerging technologies. One of the people at the forefront of the ’emotional revolution’ is Elissa Moses, CEO, Neuro and Behavioral Science at Ipsos. Here Moses explains how improved data on our nonconscious behaviours is set to transform advertising and both online and offline commerce, citing her recent ‘flower power’ research that looked at how our mood affects our price sensitivity. Filmed at the I-COM Global Summit in Seville.