Affective Markets

We are a team of entrepreneurs who are collaborating successfully more than 20 years.

Daniel is a Professor of Artificial Intelligence at the Institute of Computer Science in the Hebrew University. Daniel was Dan’s supervisor for his Ph.D.’s thesis in Artificial Intelligence applied to music.
Dan and Daniel Founded MusicGenome.com Inc. in 2000 to simulate music taste of users and help them discover new music. Dan was its CEO and Daniel the Chief Scientist. Michelle was one of the co-founders of MusicGenome and helped to build it from day one, using her experience in marketing research in the Silicon Valley.

Dan and Itay were friends a couple of years until they started to talk seriously about Affective Markets’ future and vision. Itay, was excited from the company, and left his position as a CEO of an established advertising and branding company and joined to lead the Product and Marketing of the company. Eitan was Dan’s and Daniel’s investor and extremely knowledgeable about financial management...the accumulated knowledge, experience and relations ensure highly creative environment and friendship among the founders...and you enjoy from the results!

Our Challenge
It is vital for small and medium businesses (SMB) to gain insights about their target market and audience, maintain and strengthen their competitive edge, and identify business opportunities for profitable growth. However, generating essential insights from Marketing Research by using online panels and Big Data is very expensive and time-consuming.


The Solution
Affective Markets provides affordable AI-based Marketing Research insights to small e-commerce clients that include:
- predicted global popularity of a new product or concept
- target audience characteristis
- how the target audience feels about their products and services
- other products sharing similar patterns
- various tips of marketing plans.

Conducting a market survey traditionally requires gathering a group of people (a panel) that represents well the target audience, show the product in question to each panel member and record their reactions. Due to the requirement of representativity the panel must be large, lengthy and costly.


Affective Markets conducted research that has revealed surprisingly strong ties between a person's taste across varied domains: e.g., one's taste in music determines in a significant way one's taste in movie, games, or fashion (and vice-versa). Affective Markets makes an efficient use of these cross-domain ties to learn the deep structure of its users' tastes in many different realms and capture their "Emotional DNA". By applying its Emotional DNA technology, Affective Markets provids an alternative approach for "traditional" marketing survey and as a result an automatic Marketing Research generation.

Affective markets performs market surveys that are based on the predicted reactions of the panel members and therefore does not require each of the members of the panel to interact with the product. Panel members are gathered once and for all and put through a questionnaire and a test in order to assess each member’s taste (in the wider sense) and its individual characteristics. As a consequence one can mutualize the effort, the cost and the time requested for conducting a market survey.


The price paid is that a market survey based on predicted reactions will be somewhat less accurate than a traditional survey, but this can be overcome by using a very large panel since the panel is gathered only once.