gfk facial coding febelmar neuro event october 8 2015

1 © GfK 2015 | GfK EMO Scan – Emotional Marketing with Facial Coding | Febelmar Neuro Event 8. October 2015

YOUR FACE IS AN OPEN BOOK

TO YOUR EMOTIONS

OBSERVING YOUR FACIAL EXPRESSION

Inge Zeeuws

GfK Belgium – Head of Brand and Customer Experience

Febelmar Neuro Event - October 8, 2015


FROM PRODUCT TO CUSTOMER CENTRICITY

Route 1: Bring the product/service

to the market, push it and manage

response curves

Route 2: create experiences to

strengthen relationships

through products/services

CHANGE OF

PARADIGM


EMOTIONS IN MARKETING

It’s not just about the product… It’s about creating an emotional experience!

Using up-tempo music and colorful imagery endorse the product features and

enhance the energized feeling




Masculine conviviality and independence using darker imagery, bringing suspense

and relief




Adding sensory (images & sound) in the spot enforcing the indulgence of coffee

drinking as well as the brand’s enforcement of expertise in the brand positioning



EMOTIONAL REACTIONS LEAVE A MORE PROFOUND MEMORY TRACE

EMOTIONS ARE KEY TO ENGAGE WITH YOUR CUSTOMERS

Emotions drive Attention, Involvement, Memory, Wanting/Linking, Purchase Intent


EMOTIONS IN MARKETING…

EASIER SAID THEN DONE?



“Is that really necessary?”

“Does this stuff even work?”

“HOW SHOULD I USE EMOTIONAL MEASUREMENTS TO MAKE

MY AD CREATIVE MORE EFFECTIVE?”


HOW CAN WE MEASURE EMOTIONAL REACTIONS?

Subjective feelings

emotions

cognitive reviews

self-report

Over- or underestimation

Some disadvantages



Subjective feelings

emotions

cognitive reviews

self-report

Physiological response

peripheral

central nervous

Heart rate, skin

conductance, brain

power measurement

(EEG), blood flow


These physiological measurement have revealed fascinating results, both for

academic as commercial purposes.

But some of these techniques can be rather intrusive…


“Strength of neuromarketing methods lies in their ability to uncover emotional

reactions better than other self-reported methods”



Subjective feelings

emotions

cognitive reviews

self-report

Physiological response

peripheral

central nervous

Heart rate, skin

conductance, brain

power measurement

(EEG), blood flow

Behavior of expression

facial expressions

body language

observational methods


…WHETHER WE LIKE IT OR NOT

OUR FACE SPONTANEOUSLY EXPRESSES EMOTIONS


HOW TO MEASURE THESE FACIAL EXPRESSIONS?

rare frequent

Focus on subtle emotions (which are much more frequently encountered in marketing)

By using Micro-expressions (pioneered by Ekman)


HOW DO WE MEASURE THESE FACIAL EXPRESSIONS?


Calibration and picture quality checks

Webcam recodings during test spots

Automatic analysis of facial movements on our

servers Player: Parallel viewing of

ad and results

Call up from any internet interview

Video streams

Results files

HOW DO WE MEASURE THESE FACIAL EXPRESSIONS?


AUTOMATIC FACIAL CODING IN ACTION

SCENE-TO-SCENE ANALYSIS



SCENE-TO-SCENE ANALYSIS


1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59


SCENE-TO-SCENE ANALYSIS – HOME DEPOT

Facial Coding Observations:

Consumers express some level of emotional engagement as the story of a son’s belief in his dad’s ability to

build him a tree house is told. Emotions deepen when the Home Depot sales associate provides

invaluable guidance and assistance in making his sons dream come true. The surprise of the father not

having a hammer also results in an emotional peak. The final scene of a son’s gratification towards his

father leaves viewers feeling emotionally fulfilled

Home Depot: Do you have a

hammer?

Son: Dad?

Dad: Yeh.

Son: Thanks

Dad: No. Is that a bad thing?

Dad: I haven't a clue what I am doing here

Home Depot: Let’s see what you got?

Home Depot: May I help you?

Dad: Yeh, yeh.

Dad: I have never built anything before?

Home Depot: Well relax, I think you are in

the right place

Son: He can

build anything


FROM PRODUCT TO EXPERIENCE &

EMOTIONS IN MARKETING ARE KEY

UNSTATED EMOTIONS CAN BE CAPTURED

BY AUTOMATIC FACIAL CODING

GfK’s AUTOMATIC FACIAL CODING

• A MORE NATURAL ENVIRONMENT

• AFFORDABLE

• CROSS-CULTURAL

• LESS INTRUSIVE, WEBCAM AND INTERNET

CONNECTION IS ALL YOU NEED

OPTIMIZE THE SUCCES OF YOUR CREATIVE

BY USING AUTOMATIC FACIAL CODING

STRONG EMOTIONAL ADVERTISING

TAKE

HOME


AND REMEMBER…

YOUR FACE IS AN OPEN BOOK TO US

Inge Zeeuws

GfK Belgium – Head of Brand and Customer Experience

[email protected] or +32 16 74 24 31

Febelmar Neuro Event - October 8, 2015

mailto:[email protected]