The document summarizes a presentation given by Alastair Gordon on using facial imaging technology without traditional surveys to measure emotional responses to marketing stimuli. It discusses how facial recognition software can automatically detect and encode facial muscle movements to decode emotions in real time. Examples are given of how measuring emotions second by second can provide insights into which parts of ads or stories evoke certain feelings and how responses may differ across demographics. Integrating these emotional profiles with survey data is said to add value to both approaches for evaluating creative works.

1. Main
Stage,
November
3,
2011
Surveys Without Scales: NewMR and
Facial Imaging
Alastair Gordon, Gordon & McCallum
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–
November
3,
2011

2. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Surveys Without Scales:
NewMR and Facial Imaging
Alastair Gordon,
Managing Partner, Gordon & McCallum

3. The 5 Point Summary

4. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
In Defence of Surveys
• Simple (relatively) to do/create
• Cheap … (per kilogram of data!)
• Easily understood …(internally/externally)
• Mostly accurate (people seldom lie)
• Specific, targeted information
• In tough times they can be Simple,
Scalable and (fairly) easy to implement

5. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
So,
what’s
the
problem?

6. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Facial
Expressions
:Theory
6
• Paul Ekman & others – our faces reveal emotional
response. Almost impossible to hide this reaction
• Universality of six basic emotions: happiness, surprise,
fear, anger, disgust, and sadness
• Previously facial recognition studies required manual
coding & extensive expertise

7. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
nViso:
Automated
Measurement
of
EmoBon
• Ar#ficial
intelligence
precisely
detects
facial
muscles
• Facial
muscles
movements
encoded
• Machine
learning
system
decodes
facial
behavior
7
SoEware
maps
143
points
in
the
image
directly
to
facial
muscles

8. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Ac#onable
Report
Analysis
Webcam
Feeling
Facial Imaging – Deployment On / Offline
§ Massive
Global
Reach
In
Home
Environments
Opt-­‐in,
video
based,
emoBon
profiling
No
dedicated
lab
or
expert
personnel
Instant
feedback
and
reporBng
ObjecBve,
culturally
unbiased
results
8

9. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
nViso
Facial
Imaging
:
What
Does
It
Measure?
9

10. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Implementation Is Key Issue

11. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Add It To Any Online Survey:
What Respondent Sees
Intro
Awareness
Q’s
etc.
Opt
–In
to
filming
Show
Video
Passively
Record
More
Q’s
Demographics
Transparent
Link
back
to
survey
Transparent
Link
to
nViso
–
IBM
Cloud

12. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
How Much Information Results?
• Quite a lot!
• Just from the facial imaging:
– 7 data-points a second, per stimulus
– Emotion Lift® and other composite scores
– Possible to do large numbers of similar stimuli
together in the same test
– Data is directly linked to what people saw
• Considerable interpretative power on its
own … but even more if integrated

13. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
10 sec
Example Analysis of a “Story” TVC
o HSBC
o “Dolphin in Net”
o UK / HK
o >150 respondents
0 sec
5 sec
10 sec
15 sec
20 sec
25 sec

14. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
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INTENSITY
TREND
Measures the
evolution of each
emotion category to
highlight trends
relative to the
reference frame.
Happiness
Surprise
Fear
Anger
Sadness
Disgust
Neutral
2 sec 12 sec 20 sec 29 sec

15. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
EmoBons
Instantly
Reflect
Story
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When
Happiness
Was
Evoked.
NvHappiness
He’s
Got
a
knife!
It’s
a
dolphin
Cut
net
dolphin
free
Dolphin
swims
free
They’ve
Caught
Something
15

16. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
So
what?
• EmoBon
drives
interest
&
purchase.
–
We
are
awash
with
markeBng
imagery
– What
alternaBves
evoke
the
most
emoBon?
– EmoBve
impact
early
on
(avoid
channel
switching)
and
at
end
(memorablity).
• Videos
oEen
similar
shots/features
(e.g.
happy
users,
celebriBes,
similar
offers).
Which
images
really
have
impact?
• Specific
answers
to
detailed
quesBons.
“Do
they
like
that
celebrity?”,
“Will
that
scene
appeal
to
teenage
girls?”
,
“which
of
these
trailers
appeals
most?”
• Puts
emoBon
at
centre
of
creaBve
discourse
+
bemer
diagnosBc
feedback.
16

17. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
COMBINING FACIAL IMAGING WITH
SURVEY DATA ADDS VALUE TO BOTH

18. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
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sec
GENDER
DIFFERENCES
Males
get
the
ad
fast,
and
emoBon
builds
throughout.
Females
take
14
seconds
before
they
are
interested.
Visuals
at
9
seconds
loses
females.
Might
change
channel!
Female
Male
Difference
Male
:
Constant
Build
Simple
Example
Beer
Ad:
Male
vs
Female
Women
Lost
Right
Here.
18

19. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
More Complex Example, China FMCG:
Identifying ‘Linchpin Moments’
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Fear
Anger
Disgust
Sad
Surprised
Happy

20. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Context Matters
• We see clear variations by (e.g.)
– Overall ‘Liking’, ‘Persuasion’
– Saatchi & Saatchi “Lovemark”
– Demographics
• Sampling & sub-analysis still useful!
• Understanding CONTEXT key for any
‘neuro-marketing’ solution
• Integration with surveys, data-bases, other
data-sources will yield most powerful info

21. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Don’t Think Just ‘Neuroscience’,
Think Massive Data
• In some ways facial imaging is standard
neuroscience on steroids …
• Accurate, scientific, but also scalable, and
simple to implement and integrate
• Potential to move beyond “tests” and
“experiments” to on-going learning and
feedback systems

22. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Possibilities
• Implemented on mobile devices, TV’s, Lab/
theatre tests, MROC’s, Online Quali…
• Kiosks, embedded in games, you tube channels
etc.
• Faster, quicker feedback, same measure over
more touch-points & geographic
• Accessibility, repeatability is the real “NewMR”
Simple,
Scalable
,
Integrated
à
Repeatable
à
‘Big’
Analy#cs
=
Systema#c
Learning

23. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
New MR Revolution is NOT (Just)
• Likert Scales à Second-by-second direct
observation
• Nor banks of affective sliders à passive
response
• Increasing accuracy and lessening
respondent burden = ‘useful and good’
• Genuine revolution = ‘scale & simplicity’

24. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
The Revolution is Making
This Easy & Cost-Effective

25. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Thank you
Alastair Gordon
Gordon & McCallum

26. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Q & A
Greg
Coops
Asian
Strategies
Alastair
Gordon
Gordon
&
McCallum

27. Alastair Gordon, Gordon & McCallum, New Zealand
Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Contacts:
Gordon & McCallum, nViso SA
Check
our
Website
@
hmp://www.gordon-­‐mccallum.com/
Read
our
blog
@
Research.Opinionated.Insighoul
Email
Alastair:
@
alastair@gordon-­‐mccallum.com
Alastair
on
Twimer
:
@
mr_roi
Check
the
Website
@
hmp://www.nviso.ch/
Follow
the
tweets
@
nviso
Email
nViso
@
info@nviso.ch

28. Main
Stage,
November
3,
2011
Surveys Without Scales: NewMR and
Facial Imaging
Alastair Gordon, Gordon & McCallum
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–
November
3,
2011