The company is working on the software with the Fraunhofer Institute for Integrated Circuits and Dr Klaus Scherer, who is professor of psychology at the University of Geneva.
Market research firms are constantly on the hunt for insight in to how and why consumers make the purchase decisions they do, and GfK says the new software will be able to measure how a person feels when they see an ad, or test a new product.
The software is currently being tested for feasibility. The plan is to then develop the software to measure all emotions considered relevant for market research.
It could also be combined with software that measures emotions via verbal analysis.