“There were no comment cards, customer surveys, focus groups, or reports from incognito ‘mystery shoppers.’ There was just crude data collected by customer-operated devices that looked almost like Fisher-Price toys: freestanding battery-powered terminals with four big push buttons—dark green and smiley, light green and less smiley, light red and sort of frowny, dark red and very frowny.” The New Yorker’s David Owen on a company that’s gained a ton of traction measuring customer satisfaction in a really simple way. Emoji are complicated compared to this.