Measuring people's physical reactions helps companies improve the user experience.
The restaurant chain Boston Market had a problem: it couldn't figure out why people weren't returning even though they said they liked the food. When customers were surveyed, they themselves couldn't articulate why they didn't come back.
Source: http://feeds.technologyreview.com/click.phdo?i=679996623d69c71d37b2faa7a8eaf8be
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