...
About	  KWENDI	  	  	                  KWENDI	  –	  the	  marke>ng	  solu>on	  house	  specializing	  in	  media	         ...
EMO	  Meter	                  EMO	  Meter™	  methodology	  –	  the	  new	  approach	  for	  percep>on	                  dy...
Heart	  as	  an	  indicator	  of	  respondent’s	                  emo>ons	                  Heart	  is	  one	  of	  the	  ...
Development	  of	  EMO	  Meter	                  	                  During	  EMO	  Meter	  development	  we	  have	  passe...
EMO	  Meter	                  EMO	  Meter	  –	  biometric	  methodology	  for	  percep6on	  dynamics	  study	             ...
New	  EMO	  Index	  Research	  delivers	  such	  indices:	                  	  Impact	  Curve	  –	  emo>onal	  percep>on	 ...
Viewer’s	  engagement	     Viewers;	  reac>on	  to	  ads	  looks	  like	  curve	  below:	     	                           ...
Data	  examples	  70%	                                                                                                    ...
Modeling	  of	  surroundings	                   As	   well	   as	   in	   research	   with	   Impact	   Meter	   methodolo...
Fieldwork	  department	                                                                             Own	  recruiters	  net...
Products	  with	  EMO	  Meter	                                                                     AD	  COPY	  TESTING	   ...
Clients	                   (non-­‐confiden>al	  projects)	  Page	  13	     ©	  Kwendi,	  2012	  /	  www.kwendi.net	  
Thank	  you!	  ©	  Kwendi,	  2012	  /	  www.kwendi.net	  
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Presentation of biometric technology measure perceptions of audio-visual content EMO Meter

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Presentation of biometric technology measure perceptions of audio-visual content EMO Meter

  1. 1.                     EMO  Meter     Biometric  methodology  for  percep>on  dynamics  study  Page  1   ©  Kwendi,  2012  /  www.kwendi.net  
  2. 2. About  KWENDI       KWENDI  –  the  marke>ng  solu>on  house  specializing  in  media   communica>ons   §  Exper>se  since  2005   §  30  employees,  offices  in  Kyiv  (Ukraine)  and  Moscow  (Russia)   KWENDI  Impact  Studies  –  marke>ng  research  of  audiovisual  products   that  helps  adver>sers  maximize  impact  of  their  communica>on        Page  2   ©  Kwendi,  2012  /  www.kwendi.net  
  3. 3. EMO  Meter   EMO  Meter™  methodology  –  the  new  approach  for  percep>on   dynamics  study  .  New  biometric  method  is  based  on  ECG   (electrocardiogram)  data  analysis.       EMO  Meter™  allows  to  evaluate  viewers’  emo>onal  engagement.   It  answers  to  the  ques>on,  whether  the  consumer  is  hooked  or   not  by  the  communica>on  he  was  exposed  to.     This  method  is  a  result  of  several  years  R&D  by  a  team  of   cardiologists,  neurologists,  soware  developers  and  market   researchers.  Page  3   ©  Kwendi,  2012  /  www.kwendi.net  
  4. 4. Heart  as  an  indicator  of  respondent’s   emo>ons   Heart  is  one  of  the  most  reliable  sources  of  human  body  state.     When  feeling  any  emo>on,  human  body  rearranges  to  new   condi>ons.  The  first  stage  of  these  changes  is  heart  rate   altera>on.     Electrocardiogram  (ECG)  is  a  precise  history  of  heart  work   including  all  details  of  what  happened  with  a  human     Respondent’s  electrocardiogram  analysis  is  a  core  of  EMO   Meter™  methodology.  With  the  new  method  we  can  look   deeper  into  human’s  emo>onal  world  Page  4   ©  Kwendi,  2012  /  www.kwendi.net  
  5. 5. Development  of  EMO  Meter     During  EMO  Meter  development  we  have  passed  thee  stages:   1.   Gathering  primary  informa6on  for  the  database   Nega>ve  and  posi>ve  s>muli  were  shown  to  respondents.  We   gathered  informa>on  from  electrocardiograms  and  emo>onal  states.   These  data  were  evaluated  with  psychological  methods     2.   Designing  mathema6cal  model  for  applied  es6ma6on   Data  generaliza>on  allowed  to  find  the  way  to  calibrate  the  levels  of   respondent’s  engagement     3.   Valida6on   Comparison  of  tes>ng  results  with  FilmS>m  movie  database  showed   high  reliability  of  the  methodology  Page  5   ©  Kwendi,  2012  /  www.kwendi.net  
  6. 6. EMO  Meter   EMO  Meter  –  biometric  methodology  for  percep6on  dynamics  study     Applica6on     Tes6ng  subconscious  reac6on  to  any  audio  and  video  communica6on   TV  commercials,  TV  and  radio  programs,  music,    OOH  and  print  adver>sements,     movie  produc>on,  public  speeches  etc.     Mobility  and  Usability   EMO  Meter  is  easy  applicable  method  –  hardware  and  soware  are  made  in  a  way   that  research  condi>ons  don’t  differ  from  usual  hall  tests     Advantages     Methodology  allows  to  define  measured  >me-­‐line  with  causes  of  reac>ons.   Research  outcome  –  engagement  measure  dynamics.    Page  6   ©  Kwendi,  2012  /  www.kwendi.net  
  7. 7. New  EMO  Index  Research  delivers  such  indices:    Impact  Curve  –  emo>onal  percep>on  curve  (very  nega>ve,  -­‐  100;  very  posi>ve,  100)    Impact  Ra6ng  Score  –  average  emo>onal  assessment  of  the  TVC  (ranging  from  -­‐100  to  100)    Recall  –  degree  of  TVC  memoriza>on      Ad  awareness  (Q:  What  commercials  can  you  recall?)   •  Top  Of  Mind  (First  TVC  men>oned  without  promp>ng)   •  Unprompted  (All  TVCs  men>oned  without  promp>ng)   •  Prompted  (TVCs  recalled  from  the  video  footage)   •  Brand  Recall  (degree  of  brand  memoriza>on)       EMO  Index  –  curve  of  emo6onal  engagement  –  percent  of  respondents  being  in   state  of  high  aLen6on  with  emo6onal  background  Page  7   ©  Kwendi,  2012  /  www.kwendi.net  
  8. 8. Viewer’s  engagement   Viewers;  reac>on  to  ads  looks  like  curve  below:     Three  major  factors  of  ad  70%   1. 2. impact:  60%     1.  Engagement  of  a  viewer  50%   at  the  beginning  of  the  40%   TVC   3.30%   2.  Reten>on  of  the  20%   engagement  10%   3.  Loss  of  respondents’   0%   engagement   00:00   00:02   00:04   00:06   00:08   00:10   00:12   00:14   00:16   00:18   00:20   00:22   00:24   00:26   00:28   Page  8   ©  Kwendi,  2012  /  www.kwendi.net  
  9. 9. Data  examples  70%   TVC  1  –  average  result:   TVC  1   TVC  2   TVC  3   •  engagement  of  the  audience  at  the   start  60%   •  reten>on  of  aoen>on  >ll  the   middle  of  TVC  50%   •  significant  loss  of  audience’s   engagement  by  the  end  40%   TVC  2  –  unsa>sfactory  result:  30%   •  sluggish  start   •  decrease  of  engagement  during  20%   TVC   •  high  losses  of  engagement  by  the   end  10%   TVC  3  –  excellent  result:   0%   •  growth  of  aoen>on  during  TVC   00:00   00:03   00:06   00:09   00:12   00:15   00:18   00:21   00:24   00:27   00:30   00:33   00:36   00:39   00:42   •  decrease  of  engagement  only  aer   30th  second  of  TVC   •  moderate  losses  of  engagement  in   the  end   Page  9   ©  Kwendi,  2012  /  www.kwendi.net  
  10. 10. Modeling  of  surroundings   As   well   as   in   research   with   Impact   Meter   methodology   respondents   don’t   know  what  is  subject  of  a  test  un>l  the  end  of  a  test.  Such  approach  allows  to   get   unbiased   percep>on   of   commercials   in   a   modeled   TV   air.   During   tes>ng   materials  are  placed  like  surroundings  people  are  used  to  –  part  of  a  movie  or   a  show,  cap>on  cards  of  a  TV  channel,  TV  commercials  and  so  forth  Page  10   ©  Kwendi,  2012  /  www.kwendi.net  
  11. 11. Fieldwork  department   Own  recruiters  network     We  don’t  use  ‘professional’  recruiters   for  avoid  ‘professional’  respondents  in   our  sample     Responsibility  statement   Field  work  stage  is  a  key  stage  of  marke>ng  research  procedure  and  final   results  depend  on  excellence  very  much.  We  guarantee  that  field  work  stage   is  correspondent  to  generally  accepted  standards  basic  for  primary  data   gathering  Page  11   ©  Kwendi,  2012  /  www.kwendi.net  
  12. 12. Products  with  EMO  Meter   AD  COPY  TESTING   ADVERTISEMENTS   BRAND  IDENTITY   Rip-­‐o-­‐ma>c   Logos   TV  commercials   Slogans   Print  copy,  OOH   Corporate  style   Radio  ad  copy   Jingles  Page  12   ©  Kwendi,  2012  /  www.kwendi.net  
  13. 13. Clients   (non-­‐confiden>al  projects)  Page  13   ©  Kwendi,  2012  /  www.kwendi.net  
  14. 14. Thank  you!  ©  Kwendi,  2012  /  www.kwendi.net  
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