Innovation that’s in your face

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New start up CrowdEmotion share their insights in to understanding the emotional part of the human brain and how emotions can be linked to business metrics using machine learning.

©2014 CrowdEmotionTM | Proprietary & Confidential
“There is no Us & Them,
There is only us.”

©2014 CrowdEmotionTM | Proprietary & Confidential
DEMO

CrowdEmotionTM created a technology that replicates the
emotional side of the human brain.
In the cloud. For anyone to use. Cost-effectively.

©2014 CrowdEmotionTM | Proprietary & Confidential
How?
Machine learningNeuroscienceSignals

©2014 CrowdEmotionTM | Proprietary & Confidential
Privacy?

Groundrules
USER AWARE
Users must be made aware of the intended use.
USER EMPOWERED
At anytime, users are able to choose their involvement within 1-interaction.

©2014 CrowdEmotionTM | Proprietary & Confidential
what?
is neuroscience?

brief History of some Neuroscience...
1. Charles Darwin (1870s) - Claim: emotions portrayed on the face are universal and biologically determined.
1. Paul Ekman (1970s) - First taxonomy of universal facial expressions and their emotional significance

Principles of Emotions...
1/ Emotions Filter Stimuli
2/ Emotions are evolutionary
3/ Emotions are cultural
4/ True Emotions slip through

NeuroScience & decision making
fast & slow
thinking & emotional brain

What’s relevant
Patterns of complex emotions
allows us to focus on how a stimuli changes emotions

©2014 CrowdEmotionTM | Proprietary & Confidential
How...
do we use it?

©2014 CrowdEmotionTM | Proprietary & Confidential
What is the fastest way to get from Waterloo to Kings X?

©2014 CrowdEmotionTM | Proprietary & Confidential
What is the fastest way to get from Waterloo to Kings X?
12 minutes 23 minutes 22 minutes 51 minutes
How do these experiences differ?

©2014 CrowdEmotionTM | Proprietary & Confidential
The experience a person goes through from initiation to action.
ExpressionJourneyTM

ExpressionJourneyTM of content
1 2 3 4
5 6 7 8
9 10 11 12
-ve emotion
+ve emotion
Key
EmotionalIntensity

EmotionalIntensity
● Single thread story and emotional response
● Ends on positive emotions, happiness and surprise
● Begins with higher confusion levels, quickly resolved
● High surprise and happiness at the start as ‘hooks’
● Gradual increase in surprise and puzzlement throughout
● A strong ‘reveal’ moment near the end
● Rapidly changing emotions
● Ends on a high of positive emotions
● A strong ‘reveal’ moment near the end
● Strong emotional ‘hook’ not required at the start
● Gradual increase in surprise and happiness throughout
● Low negative emotions
ExpressionJourneyTM of channels
-ve emotion
+ve emotion
Key

Alignment of content to channels
Non suitable content
● Complex, non-linear story
● Confusion too high on short timescale
Suitable content
Revision required
Suitable content
4
3 7
6
4 8

early findings
Christmas TV ads - What makes an ad go viral?
1. Surprise!
2. Pacing
3. Emotional climax

early findings
BBC show trailers - What makes a TV show trailer great?
1. Emotional build-up
2. Right length
3. Humour

©2014 CrowdEmotionTM | Proprietary & Confidential
@ BBC WorldWide Labs
INSIGHTS
Audience
Engagement
By Market
Across Brands
PEOPLE
Connecting
22 offices
1 team
DIGITAL
Maximising
YouTube
Emotional
Recommendations

©2014 CrowdEmotionTM | Proprietary & Confidential
IMAGINE

©2014 CrowdEmotionTM | Proprietary & Confidential
Qualified self
Facial Coding
Voice Pitch
Gesture

©2014 CrowdEmotionTM | Proprietary & Confidential
Emotional Profiling
● HR
● Public safety
● Risk assessment
● Mood control
● Medical

©2014 CrowdEmotionTM | Proprietary & Confidential
Emotional entertainment
PARENTING
RELATIONSHIP
S
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Innovation that’s in your face

3. CrowdEmotionTM created a technology that replicates the emotional side of the human brain. In the cloud. For anyone to use. Cost-effectively.

6. Groundrules USER AWARE Users must be made aware of the intended use. USER EMPOWERED At anytime, users are able to choose their involvement within 1-interaction.

8. brief History of some Neuroscience... 1. Charles Darwin (1870s) - Claim: emotions portrayed on the face are universal and biologically determined. 1. Paul Ekman (1970s) - First taxonomy of universal facial expressions and their emotional significance

9. Principles of Emotions... 1/ Emotions Filter Stimuli 2/ Emotions are evolutionary 3/ Emotions are cultural 4/ True Emotions slip through

10. NeuroScience & decision making fast & slow thinking & emotional brain

11. so what is next STATIC DYNAMIC AU’S ALL

12. What’s relevant Patterns of complex emotions allows us to focus on how a stimuli changes emotions

17. ExpressionJourneyTM of content 1 2 3 4 5 6 7 8 9 10 11 12 -ve emotion +ve emotion Key EmotionalIntensity

18. EmotionalIntensity ● Single thread story and emotional response ● Ends on positive emotions, happiness and surprise ● Begins with higher confusion levels, quickly resolved ● High surprise and happiness at the start as ‘hooks’ ● Gradual increase in surprise and puzzlement throughout ● A strong ‘reveal’ moment near the end ● Rapidly changing emotions ● Ends on a high of positive emotions ● A strong ‘reveal’ moment near the end ● Strong emotional ‘hook’ not required at the start ● Gradual increase in surprise and happiness throughout ● Low negative emotions ExpressionJourneyTM of channels -ve emotion +ve emotion Key

19. Alignment of content to channels Non suitable content ● Complex, non-linear story ● Confusion too high on short timescale Suitable content Revision required Suitable content 4 3 7 6 4 8

20. early findings Christmas TV ads - What makes an ad go viral? 1. Surprise! 2. Pacing 3. Emotional climax

21. early findings BBC show trailers - What makes a TV show trailer great? 1. Emotional build-up 2. Right length 3. Humour

22. ©2014 CrowdEmotionTM | Proprietary & Confidential @ BBC WorldWide Labs INSIGHTS Audience Engagement By Market Across Brands PEOPLE Connecting 22 offices 1 team DIGITAL Maximising YouTube Emotional Recommendations

24. What will this change (industries) Media Industries - Find, measure, engage, and respond to your audience Corporate solutions - Optimise brand, HR, sales, customer services Health & Human - Diagnose, monitor, and alert people about their conditions Security Applications - Observe, discover patterns, flag mental states and behaviours

Innovation that’s in your face

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