Face to face - Integrating facial coding and survey responses
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Transcript of Face to face - Integrating facial coding and survey responses
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Face To Face: Integrating facial expressions and survey tools
SARAH WALKERMILLWARD BROWN
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MILLWARD BROWN NEUROSCIENCE PRACTICE
8-strong team across the globe, with network of local experts
Over 500 projects to date, using a wide variety of methods, in a range of countries
Continual program of development and assessment of methods
GOAL:
TO INTEGRATE NEUROSCIENCE AND PSYCHOLOGY-BASED METHODS INTO THE RESEARCH WE DO FOR CLIENTS
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‘NEUROMARKETING’ IS A BROAD FIELD
ALL INDIRECT MEASURES OF RESPONSES TO MARKETING AND BRANDS
Brain Scanning
Brainwave measureme
ntFacial coding
Implicit association
measurementAutonomic
arousal
Neuroscience
Cognitive Psycholog
y
Physiology
Eye Tracking
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WHAT IS FACIAL CODING?
Ekman (1972) confirmed universality of 6 core expressions
Ekman & Friesen (1978) developed Facial Action Coding System to consistently code facial expressions & movements
Darwin: Expressions are universal and shared with animals
Based on the idea of many facial expressions are instinctively shown in people’s faces
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FACIAL CODING HELPS US UNDERSTAND EMOTIONAL RESPONSES TO ADVERTISING IN GREATER DETAIL
Survey metrics are extremely good at capturing overall response to a piece of advertising
Adding facial coding allows us to investigate what is driving these emotional responses on a moment-by-moment basis
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AUTOMATED FACIAL CODING
Technology from Affectiva enables us to:
• Record respondents’ facial reactions to marketing stimulus
• Automatically code them for emotional and cognitive states
• Diagnose emotional reaction, moment by moment, without relying on verbal report
MAKES NON-VERBAL EMOTIONAL DIAGNOSIS AFFORDABLE AND SCALABLE FOR THE FIRST TIME
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HOW THE SYSTEM WORKS
Emotions experienced
Expression aggregation and
analysis
Facial expression recognition
Panelist turns on webcam
Facial features identified
THE SYSTEM WORKS SIMPLY AND QUICKLY AS PART OF A STANDARD COMPUTER INTERVIEW
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THE SYSTEM CODES FOR AN ARRAY OF EXPRESSIONS
Valence(Net Positivity)
Attention(Concentration on task)
Expressiveness(Engagement)
D I M E N S I O N S O F R E S P O N S E
Enjoyment
Confusion / Dislike
Surprise
E M O T I O N S
Disgust
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Results from facial coding are interpreted alongside Link™ findings into an interactive dashboard
THE REAL POWER COMES FROM THE INTEGRATION WITH SURVEY RESPONSES
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FACIAL CODING HAS ADDED INSIGHT IN MANY DIFFERENT SITUATIONS
Highlighting the power of key moments Optimising Ad length
First viewSecond view
Understanding wear-in and comprehension
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CREATING A SCALABLE TOOL LETS US BUILD UNDERSTANDING ACROSS A LARGE NUMBER OF ADS
ACTIVELY ENGAGING ads generate stronger expressions
POSITIVE EXPRESSIONS relate to increased enjoyment and likelihood of short term sales
SURPRISE & DISGUST can indicate disbelief & distrust of ideas
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TESTING MORE ADS HELPS US EVOLVE OUR UNDERSTANDING AND INTERPRETATION
Variation can be more informative than magnitude
Context is key to interpreting what is driving expressions
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HOWEVER...
Integrating ‘funky data’ and survey responses has not been without its challenges!
For the approach to succeed it needed to be:
RESPONSIBLE: Making sure what we are measuring is meaningful
RELIABLE: Making sure it works in the real world, with real respondents
REPEATABLE: Making sure our teams are equipped to sell and interpret projects on their own
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“This is the future…
right?”