Wednesday, January 6, 2016

A new technology project located in the University of Iowa’s Tippie College of Business is tracking the emotions of students, professors and other passersby. Using automated technology, a ceiling camera reads emotions “by measuring slight movements in the facial muscles, such as a movement of the eyebrow or a widening of a lip,” according to the Iowa City Press-Citizen. At this point, Associate Professor of Marketing Bill Hedgcock says the technology’s accuracy is still unproven; however, that’s one of the reasons he and his students have been so interested.

“If it does work, they walk out there and they know something that no one else knows how to do,” Hedgcock told the Press-Citizen. “It’s not written in a textbook. It doesn’t exist anywhere.”