’s Purva Gupta: “Why do these shorts make me sad?”

The Sunday Times’ tech correspondent Danny Fortson brings on Purva Gupta, founder of, to talk about algorithms of emotion (5:40), creating psychographic profiles of shoppers (7:45), drawing on 15,000 data points to predict what people want (10:45), bring brands out of the dark ages (12:45), starting her company (14:45), testing her idea (17:45), having no technical background (20:15), having six different visas (23:00), using numbers to replicate emotions (24:15), her plan to access new data sources (26:15), why social media data is not that attractive (30:55), building an immunity to rejection (32:35), almost giving up (35:15), founder dating (37:25), and breaking up (41:25), her moment of inspiration (43:30), and why she won’t work for some companies (47:30).

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