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Cameras Now Can Track Emotions

January 6, 2016 | Telepresence Options

university-of-iowa-business-school-students.jpg

University of Iowa business school students are engaged with using facial recognition software. (Photo: Bryon Houlgrave/The Register)

Story and images by Kevin Hardy / USA Network

IOWA CITY, Ia. -- Bill Hedgcock knows it sounds a little creepy.

Tucked into the white ceiling tiles, the ceiling camera he had installed at the Pappajohn Business Building at the University of Iowa scans the faces of all who pass under it and instantly calculates their moods -- collecting readings for joy, frustration, confusion, fear, anger and sadness..

"We nicknamed it 'the creepy study,' because we just wanted to be out about it, just so everyone's aware," said Hedgcock, an associate professor of marketing. "It sounds creepy."

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