Being able to predict the success of an advertisement campaign is of utmost importance to designers and companies. In this process the advertisement is often the zero moment of truth. Read on to learn more about advertising research.
We all know the face. No, not just the face, but that face. That look that she swears is not a look. She says she’s not angry; she reassures you she’s having fun. But her face has been “throwing shade” all night – without saying anything, that face is indicating that she is not happy; more than not happy, she’s about to make your night miserable too. There are plenty of memes, jokes, and videos, much like this one, which make light of that face, which in 2015 has become better known as “Resting B---- Face” (RBF).
Are you involved in emotion recognition and facial expression analysis? These 5 tips will guarantee the best results!
1. The whole face should be visible
You may normally offer your test participants something to eat or drink during the test to make them feel comfortable. However, when eating or drinking, the test participant blocks part of the face with his/her hand and the cup/glass/spoon. So, make sure the test participant finishes his/her cup of coffee before you start the test….unless, of course, the purpose of the test is to see a reaction to a new food or beverage! There are still steps you can take to minimize interference: if testing a soda, for example, test participants could drink through a straw, which would ideally be transparent and colorless.
A tip to consider: Some people have a natural tendency to touch their face without realizing it (like the lady in the picture). You may want to warn the test participants to keep their arms on the table throughout the test in order to get the best possible results.
Over a period of 30 months, Peter Lewinski, Research Fellow at the University of Amsterdam and VicarVision B.V., carried out 12 experiments with an automated facial expression coding software called FaceReader Online. This new neuromarketing technology helped him to test more than 1200 facial emotional reactions to dozens of famous advertisements. The experiments yielded 1 million frames that provided more than 10 million data points to analyze on variables such as emotions of happiness, sadness, anger, surprise, fear, disgust, contempt or valence, arousal, and attention.
As a researcher, one of my biggest thrills was being able to predict how someone was going to behave, especially without asking him or her. This was a learned skill, forged in the long hours of maze-running on the 11th floor of the Behavioral Science Building at the University of Utah. You see, you cannot ask a rat how he solved a maze, but with a clever design and an observant eye, you just know how he did. It was especially amazing to watch that moment of insight, of AH-HA, when he just ‘got it’ and started running perfectly. But in order to truly understand that moment, I had to have my own AH-HA moment, and it happened five thousand miles from my mazes in Utah.
Broadening horizons. That is what the students (age 14-17) of School at Sea do, literally. Starting in The Netherlands, they sail to the Caribbean and back in six months. During this voyage, they learn to develop their talents and leadership skills. How do they perceive this journey? One of the students (Hannah @ Sea) has chosen to share her 'emotional journey' with us.
Do you know what creativity is? Can you measure it? On February 19, 2014 Dr. Ysbrand van der Werf gave a lecture on creativity. For him, creativity is about the creator and the person experiencing the things created.
In the autumn of 2013, a team of scientists measured the emotions, brain activity and subjective feelings of a writer (Arnon Grunberg) as he created a new book (‘Het bestand’: an ambiguous title that can refer to a computer file or a cease-fire).
Recently, I was leaving the University of Kentucky, about to head back to my home in Cincinnati a mere 90 miles away. It was in the mid-afternoon and I had been on campus all day. Having been with the researchers in the Rodent Behavioral Core, I had no time to eat and water was not allowed in the facility. A complicating matter was the fact that I needed to get home as soon as possible to pick up the little one from school and get her to soccer practice. Needless to say, I was in a bit of a hurry and I was ravenously hungry. I didn’t want to sit down to eat, I just wanted something on the go. We’ve all been there: close to the freeway on-ramp were several choices of the usual variety. I quickly made my decision (“Oh, new grilled chicken sandwich”, I said predictably), rolled through the drive thru, picked an item from the pictures provided, and hit the freeway with my food in hand. Only when I unwrapped my package, what stared back at me was a sad excuse for the chicken sandwich I had ordered. On the menu, it was plump, juicy, full of ripe red tomatoes, crisp lettuce, and a hearty bun. What I held in my hand was a squashed bun, grease limply holding what used to be a chicken breast and some soggy lettuce. It had a dash of mayo and a puny tomato. Not exactly gourmet. It tasted the same as it looked. I was hungry, already in route, and out my sunk cost of lunch. But fool me once, shame on you.
To this day, I refuse to return. Fool me twice, shame on me. The moment at which I consumed my sandwich directly influenced my decisions of what to purchase in the future. I’m not alone in this example. It was sadly parodied in Michael Douglas-staring film, Falling Down, and recently demonstrated by CNN. It is in these moments, however, where we can understand consumer choice and its influence upon buying behavior.
You want people to choose your product. The world requires many choices and you want to win. Every time. Fast food, grocery store, internet providers, etc. But how do you win them over? Understanding that choice point is the first key to winning their business. But is that all there is to it? Of course not. Once you have them, you want to ensure to keep them coming back for more. This is the second key to ensuring a long term customer. But how do these two keys interact to unlock the consumers’ hearts (and wallets)? The goal of the present article is to highlight some of the ways Noldus Consulting can help win at the three “Moments of Truth” (MOTs). First, I will present some existing findings into MOT research, then demonstrate how Noldus solutions, and our collaborators, can help you achieve new insights into customer behavior.
In a romantic relationship, it is undoubtedly important to show support when one’s partner shares his or her accomplishments and positive life events. Retelling and reliving such events can evoke certain emotions, but the listener’s response often impacts the storyteller’s attitude as well. To simulate this process, researchers Samuel Monfort and colleagues created a structured social interaction task with couples: 1) positive event of one partner, 2) disclosure of the event to the other partner, and 3) clear communication of a capitalization response that ranged from actively destructive to enthusiastic, supportive and constructive.
Monfort and his team set out to capture a full range of emotional responses and therefore measured experiential (subjective feelings), behavioral (facial-motor activity), and physiological (skin conductance) outputs. Behavior and physiology are closely linked; as Patrick Zimmerman and his colleagues explain, more and more researchers now see the benefit of combining behavioral observations with other types of data such as heart rate, blood pressure or eye movements. By integrating multiple modalities, researchers achieve a more complete picture of the phenomena being studied.
Why does a customer select your product? Who uses it, and how? What are their expectations regarding taste and structure? What do they think of the experience, and how do they dispose it?