Customer experience: emotions and a word on the brain

Big data, semantic understanding, sentiment analysis, neurobiology, genome research, artificial intelligence, neuromarketing: not a day goes by or amazing new discoveries and advances in any – and often many – of these fields are announced. We live in an age of data and certainly also of'exact sciences'. I don't mean the company with the same name but mathematics and all these other sciences we call'exact' in my native language Dutch. And it sure impacts how we look at the human mind and emotions. In this age of data and'exact sciences' applied to so many fields of society and business it's easy to overlook phenomena such as creativity, emotions and the subconscious.