Febelmar neuro research event October 8 2015 Presentation by Inge Zeeuws from GfK Belgium

1. 1© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
YOUR FACE IS AN OPEN BOOK
TO YOUR EMOTIONS
OBSERVING YOUR FACIAL EXPRESSION
Inge Zeeuws
GfK Belgium – Head of Brand and Customer Experience
Febelmar Neuro Event - October 8, 2015

2. 2© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
FROM PRODUCT TO CUSTOMER CENTRICITY
Route 1: Bring the product/service
to the market, push it and manage
response curves
Route 2: create experiences to
strengthen relationships
through products/services
CHANGE OF
PARADIGM

3. 3© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
EMOTIONS IN MARKETING
It’s not just about the product… It’s about creating an emotional experience!
Using up-tempo music and colorful imagery endorse the product features and
enhance the energized feeling

4. 4© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
EMOTIONS IN MARKETING
It’s not just about the product… It’s about creating an emotional experience!
Masculine conviviality and independence using darker imagery, bringing suspense
and relief

5. 5© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
EMOTIONS IN MARKETING
It’s not just about the product… It’s about creating an emotional experience!
Adding sensory (images & sound) in the spot enforcing the indulgence of coffee
drinking as well as the brand’s enforcement of expertise in the brand positioning

6. 6© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
EMOTIONS IN MARKETING
EMOTIONAL REACTIONS LEAVE A MORE PROFOUND MEMORY TRACE
EMOTIONS ARE KEY TO ENGAGE WITH YOUR CUSTOMERS
Emotions drive Attention, Involvement, Memory, Wanting/Linking, Purchase Intent

7. 7© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
EMOTIONS IN MARKETING…
EASIER SAID THEN DONE?

8. 8© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
EMOTIONS IN MARKETING
“Is that really necessary?”
“Does this stuff even work?”
“HOW SHOULD I USE EMOTIONAL MEASUREMENTS TO MAKE
MY AD CREATIVE MORE EFFECTIVE?”

9. 9© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
HOW CAN WE MEASURE EMOTIONAL REACTIONS?
 Subjective feelings
 emotions
 cognitive reviews
self-report
Over- or underestimation
Some disadvantages

10. 10© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
HOW CAN WE MEASURE EMOTIONAL REACTIONS?
 Subjective feelings
 emotions
 cognitive reviews
self-report
 Physiological response
 peripheral
 central nervous
Heart rate, skin
conductance, brain
power measurement
(EEG), blood flow

11. 11© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
These physiological measurement have revealed fascinating results, both for
academic as commercial purposes.
But some of these techniques can be rather intrusive…
HOW CAN WE MEASURE EMOTIONAL REACTIONS?
“Strength of neuromarketing methods lies in their ability to uncover emotional
reactions better than other self-reported methods”

12. 12© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
HOW CAN WE MEASURE EMOTIONAL REACTIONS?
 Subjective feelings
 emotions
 cognitive reviews
self-report
 Physiological response
 peripheral
 central nervous
Heart rate, skin
conductance, brain
power measurement
(EEG), blood flow
 Behavior of expression
 facial expressions
 body language
observational methods

13. 13© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
…WHETHER WE LIKE IT OR NOT
OUR FACE SPONTANEOUSLY EXPRESSES EMOTIONS

14. 14© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
HOW TO MEASURE THESE FACIAL EXPRESSIONS?
rare frequent
 Focus on subtle emotions (which are much more frequently encountered in marketing)
 By using Micro-expressions (pioneered by Ekman)

15. 16© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
HOW DO WE MEASURE THESE FACIAL EXPRESSIONS?

16. 17© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
Calibration and picture
quality checks
Webcam recodings during
test spots
Automatic analysis of
facial movements on our
servers
Player: Parallel viewing of
ad and results
Call up from any internet interview
Video
streams
Results
files
HOW DO WE MEASURE THESE FACIAL EXPRESSIONS?

17. 19© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
AUTOMATIC FACIAL CODING IN ACTION
SCENE-TO-SCENE ANALYSIS

18. 20© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
AUTOMATIC FACIAL CODING IN ACTION
SCENE-TO-SCENE ANALYSIS

19. 22© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
AUTOMATIC FACIAL CODING IN ACTION
SCENE-TO-SCENE ANALYSIS – HOME DEPOT
Facial Coding Observations:
Consumers express some level of emotional engagement as the story of a son’s belief in his dad’s ability to
build him a tree house is told. Emotions deepen when the Home Depot sales associate provides
invaluable guidance and assistance in making his sons dream come true. The surprise of the father not
having a hammer also results in an emotional peak. The final scene of a son’s gratification towards his
father leaves viewers feeling emotionally fulfilled
Home Depot: Do you have a
hammer?
Son: Dad?
Dad: Yeh.
Son: Thanks
Dad: No. Is that a bad thing?
Dad: I haven't a clue what I am doing here
Home Depot: Let’s see what you got?
Home Depot: May I help you?
Dad: Yeh, yeh.
Dad: I have never built anything before?
Home Depot: Well relax, I think you are in
the right place
Son: He can
build anything

20. 24© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
FROM PRODUCT TO EXPERIENCE &
EMOTIONS IN MARKETING ARE KEY
UNSTATED EMOTIONS CAN BE CAPTURED
BY AUTOMATIC FACIAL CODING
GfK’s AUTOMATIC FACIAL CODING
• A MORE NATURAL ENVIRONMENT
• AFFORDABLE
• CROSS-CULTURAL
• LESS INTRUSIVE, WEBCAM AND INTERNET
CONNECTION IS ALL YOU NEED
OPTIMIZE THE SUCCES OF YOUR CREATIVE
BY USING AUTOMATIC FACIAL CODING
STRONG EMOTIONAL ADVERTISING
TAKE
HOME

21. 25© GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015
AND REMEMBER…
YOUR FACE IS AN OPEN BOOK TO US
Inge Zeeuws
GfK Belgium – Head of Brand and Customer Experience
Inge.zeeuws@gfk.com or +32 16 74 24 31
Febelmar Neuro Event - October 8, 2015