Due to increasing use of smart phones and connected devices, consumer centric businesses are finding new ways to stay ahead in competition by using computing technology. The application of focus group and survey do not provide accurate emotional state of an end-user related to a specific product. 

Further, their responses may be biased depending upon the surrounding conditions. The emotional state of a consumer can trigger his/her engagement with the brand or product and affect the decision making to buy the product.

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The demand for affective computing is expected to increase in coming years due to increasein adoption of wearable devices and internet. Further, there is a strong need for businesses to understand the need of their customer behavior which is expected to drive the affective computing market. 

Many businesses are collaborating with affective computing providers to boost research and development activities in this area. However, business has to analyze the impact of deploying these systems before inducting in the market. This can pose a challenge for affective computing providers as the application of affective computing differs from business to business and also dependson the product or service.