Emotional Technology is an exciting area for brands to obtain unfiltered and unbiased feedback from their customers. The technology is based on deep learning and computer vision and allows, with a simple web cam, track in real time consumer emotional responses. But around this tech there is a lot of questions: what happens with the privacy law?, Companies are really using this technology?, Can I obtain valuable data?. Be ready for a market trend forecasted by 40B dollars by 2021 and discover how facial coding is becoming a critical part of customer centricity culture.