5. The Importance of Facial Coding “By the 1980s, psychologists had largely accepted as a ‘fundamental axiom of behavioral science’ the link between faces and emotions. Emotion therefore explains facial behavior, and facial behavior is an objective index of emotion.” “The face is an enormously rich source of information about emotions.”
6. Sensory Logic’s Testing Options Sensory Logic Web Testing Participants with webcams engage in testing online. - OR - One-on-One Interviews Traditional, moderator-driven Interviews in focus-group facilities.
14. ContemptFacial coding works because the expressions are hardwired into the brain (even a person born blind has the same expressions), and is real-time, not cognitively filtered data.
15. Sensory Logic’s Engagement Research Results The following summarizes Radio/TV commercial engagement scores over the past 5 years using the Facial Action Coding methodology
16. Radio has a 15% advantage over TV for engaging consumers! Radio vs Television
17. To qualify as being engaged at least one of the 23 AUs (action units) had to be observed while viewing or listening to the commercial to qualify as being “engaged”. So 40% as the average engagement score for TV means that, on average, 40% of the people that were tested experienced at least one code-able emotional response while taking in the commercial (it can be multiple emoting, but has to be at least one per person to qualify them as engaged).
18. Radio Outperforms TV Throughout The Engagement Continuum Radio vs Television -“Minimum” and “maximum” refers to the scores of the highest scoring and lowest scoring commercials. -“Mean” is the average. -1st quadrant summarizes lowest scoring 25% of commercials. -3rd quadrant represents scores of third highest scoring quartile
19. These results mirror the findings of Gallup & Robinson with Sensory Logic & G&R both evaluating facial muscle activity to gauge emotional engagement. Sensory Logic utilizes a webcam to record reactions, while G&R utilized biofeedback via Facial Electromyography and Continuous Emotional Response Analysis, both of which attached electrodes to the face of the participants to determine muscle movement and thus engagement.
20.
21. Radio edged out TV for higher positive ad receptivity by consumers!
24. As media plans are finalized for rest of 2010 and created for 2011, it would be wise for any marketer intent on outperforming the competition to give radio the consideration the medium deserves
Editor's Notes
Show web testing as a possibilityHow we collect the video in a standard test
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