Emotient is a new emotion tracking technology which helps retailers gain more accurate and real-time data about their shoppers’ interactions with products, salespeople, and the store. Looking at a shopper’s emotional reaction to items or people could help them optimise marketing and shopping experiences. The technology is able to track the seven primary facial emotions which are joy, surprise, sadness, anger, fear, disgust, and contempt. “We are focusing initially on the retail market to deliver a real-time, aggregate view of customer sentiment — a powerful measure designed to help retailers and brands increase sales,” said Ken Denman, Emotient’s chief executive officer, in a statement. The company is currently working on a sentiment analysis app for Google Glass. The app will help retailers offer better customer service through emotion aggregation. Emotient has now raised a total of $8 million, including this new round and its initial incubation financing.