This document describes a methodology for measuring the emotional impact of Facebook usage and advertising. It involved 150 Spanish participants aged 18-45 who navigated their Facebook wall on mobile or desktop for 10 minutes. Their emotions were measured using sensors and a post-navigation questionnaire. The study found that: 1) Advertising was integrated into users' feeds and did not negatively impact their experience. 2) Younger users (18-25) had slightly less positive experiences than older users (26-35). 3) Mobile elicited stronger emotions than desktop. Frequent Facebook users also had more positive experiences with advertising.

1. Measuring the emotional
impact on Facebook

2. Methodology

3. MEASURING THE EMOTIONAL IMPACT
HOW DO EMOTIONS MOVE?
Unconscious feelings analysis
METHODOLOGY
NO INTRUSIVE
METHOD
EYE TRACKING
FACIAL CODING
QUESTIONNAIRE POST-
NAVIGATION
EVALUATION
QUALITATIVE
APPROACH
150 people from 18-45 yrs surfing
on their Facebook wall
Madrid Region
49% Mobile
51% Desktop

4. Calibration Navigation Questionnaire
Base line: Set sensors. Relaxation
phase. Calibration and definition of
the base line to compare their
variations with it: on mobile and PC
Free navigation on
participants´Facebook
wall during 10 minutes.
After navigation they answered a
questionnaire. It was about adverts
recall, sentiment and engagement.
METHODOLOGY
THE PROCESS WAS BUILT IN THREE PHASES
1 2 3

5. THE ONLINE PLATAFORM: EXAMPLE PARTICIPANT #1
METHODOLOGY
https://saas.emotionresearchlab.com/auth/login
Stimulus: web navigation Emotional impact during the navigation Emotions
Metrics

6. THE ONLINE PLATAFORM: EXAMPLE PARTICIPANT #1
METHODOLOGY
Stimulus:
SURPRISE
HAPPINESS
Sadness: 0.46%
Global metrics Satisfaction Valence Activation

7. Learning

8. IN TERMS OF EMOTIONAL EXPERIENCE THERE ISN´T ANY DIFFERENCE BETWEEN THE
NAVIGATION WITH OR WITHOUT ADVERTISING
Advertising is totally
integrated into the
users´ walls. It
doesn´t interrupt
their navigation.
Only 18% verbalise
“advertising is
intrusive”.
WITHOUT
ADVERTISING
WITH
ADVERTISING
Ads
Base: 150 people surfing in their Facebook´s wall

9. IN TERMS OF AGE WE DETECTED THE BEST EXPERIENCE AMONG PEOPLE OLDER
THAN 26 YEARS OLD. THIS HAPPENS SPECIALLY IN THE RANGE FROM 26 TO 35 YRS
During advertising
Ads
AfterBefore
3.0
3.2
3.4
3.6
3.8
4.0
4.2
4.4
4.6
4.8
5.0
ANTES DURANTE DESPUÉS
18-25
26-35
36-45
18-25
26-35
36-45
18-25
26-35
36-45
Base: 150 people surfing in their Facebook´s wall
BEFORE advertising appears / DURING advertising is being played / AFTER advertising finishes

10. REGARDING EMOTIONS, DEVICE VARIABLE IS THE MOST DISCRIMINATORY FACTOR.
MOBILE OFFERS BETTER EMOTIONAL EXPERIENCE THAN DESKTOP.
Base: 150 people surfing in their Facebook´s wall
BEFORE advertising appears / DURING advertising is being played / AFTER advertising finishes

11. MOBILE SHOWS MORE ADS THAN DESKTOP. MOBILE HAS ALSO THE BEST RATES IN
TERMS OF ATTENTION AND INTERACTION
0.34
Interaction
with
1.51
Paid attention
to
7.66Ads
showed
0.271.324.94
Base: 150 people surfing in their Facebook´s wall
Interaction
with
Paid attention
to
Ads
showed

12. 1-4 5-10 +10
THE HIGHER IS THE DAILY FREQUENCY OF FACEBOOK CONNECTION, THE BETTER IS
THE EXPERIENCE DURING ADVERTISING
average number
of Facebook
checks per day
WITHOUT
ADVERTISING
DURING
ADVERTISING
Ads
4.6
4.7
4.7
4.8
4.8
4.9
4.9
5.0
5.0
Base: 150 people surfing in their Facebook´s wall

13. What did we learn?
SUMMARIZING

14. FACEBOOK USERS DON´T DIFFERENTIATE ADVERTISING FROM CONTENT1
ADVERTISING ON FACEBOOK IS INTEGRATED AND PARTICIPANTS DON´T FIND IT AS
INTRUSIVE, EVEN ON MOBILE
2
THE EMOTIONAL EXPERIENCE ON MOBILE IS MORE INTENSE THAN ON DESKTOP3
WE HAVE DETECTED HIGHER EMOTIONAL ACTIVATION AMONG FACEBOOK ACTIVE USERS4
IT IS NECESSARY A CLEAR BRAND PRESENCE IF WE WANT TO CAPITALISE ON THE
EMOTIONAL IMPACT
5