1. The document discusses new methods for measuring emotion in consumer research without relying solely on self-reported surveys. It focuses on the use of facial coding technology to objectively measure consumers' emotional responses. 2. Facial coding technology uses webcams to track participants' facial expressions in response to marketing stimuli and can identify emotions like liking, disliking, and engagement. Integration of these objective measures with traditional survey tools has provided insights into ad effectiveness. 3. The uptake of facial coding has been fast, and it has helped advertising achieve stronger sales correlations than surveys alone. While not revolutionary, facial coding provides a useful "nudge" for optimizing ads, messages, and the consumer experience.

1. 1
Face Value:
Measuring emotion without the
guesswork
SARAH WALKER
GRAHAM PAGE

2. MILLWARD BROWN NEUROSCIENCE PRACTICE
Goal: To integrate neuroscience and
psychology-based methods into the
research we do for clients

3. THE LIGHT DAWNS!
Dr. Pete Lunn ,
Economic and Social Research Institute, Dublin
Spring 2009
“The implications of
behavioural economics
are presently dawning on
consumer agencies.
Enlightenment has begun”

4. WAS IT REALLY THAT MUCH OF A SHOCK?

5. NEW TOYS!

6. AND YET...
Source: ‘Growth, Change & Opportunity’, Esomar 2012
$33.5bn
global industry
$25.5bn
$6bn
$2bn
QUANT
QUAL
OTHER
NEUROMARKETING
$100m

7. 1. SURVEY TOOLS AREN’T THAT BROKEN

8. 2. NEW METHODS ARE OFTEN NOT THAT SIMPLE

9. 3. EMOTION ISN’T ALWAYS EVERYTHING
STRONG
DISLIKE
STRONG
LIKING
90% of brands
fall within a
narrow range
Inherent emotional preference
NEUTRAL

10. 4. DIFFERENT DOESN’T ALWAYS MEAN BETTER

11. WE’VE INVESTIGATED MANY METHODS
Neuroscience Cognitive
Psychology
Physiology
Indirect measurements of responses
to marketing and brands

12. 0
200
400
600
800
1000
1200
1400
Cumulative Link + Facial Coding
sales to date
FACIAL CODING SUCCESS
0-1000 ads
in 15 months
Fastest ever uptake of a non-
mandatory innovation
&
2012 Award for Technology
Innovation and
Effectiveness

13. FACIAL CODING
Emotions
experienced
Expression
aggregation
and analysis
Facial expression
recognition
Participant turns
on webcam
Facial features
identified

14. ADDS INSIGHT IN MANY DIFFERENT SITUATIONS
Highlighting the power of key
moments Optimising Ad length
First view
Second
view
Understanding wear-in and comprehension

15. Relationship
(R2)
with sales
effectiveness
60%
42%
73%
Persuasion rating only Dislike expressions only Persuasion + Dislike expressions
Increase in
explanatory
power due to
facial coding
High
persuasion =
greater sales
Low
Dislike
= greater sales
High persuasion
+ Low dislike
= greater sales
THE REAL POWER COMES FROM INTEGRATION

16. MORE OF A ‘NUDGE’ THAN A REVOLUTION

17. THANK-YOU
Graham Page
EVP, Consumer Neuroscience
graham.page@millwardbrown.com
Sarah Walker
R&D Director, Consumer Neuroscience
sarah.walker@millwardbrown.com
Corprorate info: www.millwardbrown.com
Try facial coding yourself: www.affectiva.com/affdex/#pane_tryit