I find this to be a really interesting discussion. If we look beyond the binary write/wrong POV and admit that we all collectively know probably less than 10% about how the human brain/mind operates, we can let new ideas and approaches in. Noone really knows where the boundary between conscious and sub-conscious is, whether it's a CX experience or a conversation with your mother-in-law. Luckily, there are many tools that can help uncover deep insights, learn, explain, and even predict outcomes. Heartbeat is one of such tools, detecting themes is another, and there will be many more coming. The field of emotion analytics is growing, and we need to buckle up to join the ride, or being ready to be tossed to the sidelines. This is coming to CX soon: "Emotionally intelligent computers may already have a higher EQ than you" https://techcrunch.com/2016/12/02/emotionally-intelligent-computers-may-.... My suggestion is to expand existing horizons and start testing and integrating our tools for the benefit of clients and consumers.