PowerPoint Presentationinsightinnovation.org/wp-content/uploads/2015/06/PDF/digitalqual.pdf ·...
Transcript of PowerPoint Presentationinsightinnovation.org/wp-content/uploads/2015/06/PDF/digitalqual.pdf ·...
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Digital Qual and Facial Coding:
Fusing High Tech Tools
DEBBIE BALCHCEO / Founder
Elevated Insights
STEVE AUGUSTCIO
FocusVision
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3
The Richness of Qual
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Qual evolved
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The age of algorithms
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New ways to measure are emerging
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Joining in the SandboxTo Optimize Advertising
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Merging Technologies for Truth
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Ad’s Goal: Generate emotions, build brand regard, & create social media buzz
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4 Animatics were “in play” Needed to decide which ad idea to fully develop
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Team desired both emotional and rational reactions
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Desired one-on-one, in-home reactions
No group think, can let their guard down
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Explaining the approach
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Yet need the first reactions – feel the intensity and explain the emotion
Respondents let their guard down at home – we heard many tears and were able to understand their source
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Facial coding – whenFusion – what and why
Note: Not Actual Respondents(Their images are protected for privacy.)
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Emotional roller coaster was explained
Fusion highlighted what was driving the
peaks and valleys.
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Suppression of tears would have been misinterpreted as dislike.
Dislike curve
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Linked spike in concentration to a point of misunderstanding
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Helped prevent over-reaction
Attention curve
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Optimized ad received over 1 million views and 25,000 shares
Ad performed well & built brand regard
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