TECHNOLOGY ENABLED SOLUTIONS Partner with Lightspeed for video response and facial coding solutions

Quant Research will evolve over the

next few years to incorporate new

technologies that enable Qual at

scale.

Marketing

Research As

We Know It Will

Change

The use of video will

double in next 2

years

Video will account

for 70% of increase

in consumer internet

traffic over next 3

years globally

Video in Research

Today

1. Video is fast becoming the norm for brands to

communicate with consumers; it is simply another

type of data

2. Text based open ended questions do not

provide much input • Open end responses on average include 8

words

• Video responses average 40 to 100 words

and provide much deeper insights

• Video responses can be processed like

other quant measures using available

technology

3. Video content can be assessed by measuring

real-time facial responses • Technology can enable respondent facial

measurement and emotion analysis

Story Telling

Finding the Story in the Data: Knowing how to ask insightful

questions that can bring out the story

Big Data is really layered data

Conscious and non-conscious inputs combine to give the full story

Facial Emotions

Voice Tonality

Other Biometrics

Background Analytics

WordsInsig

hts

& U

nd

ers

tand

ing

Use Cases For Video Response Research

Tracker with Video

Key Characteristics

• Subset of

respondents

• Focus on topical

issues

Benefits

• Regular consumer

feedback for brand

managers

Ad Hoc Infusion

Key Characteristics

• Subset of

respondents

Benefits

• More detailed

insights generation

than text open ends

alone

Video Ad Hoc

Key Characteristics

• All respondents

required to do video

• Short survey with

several video

responses

Benefits

• Can be event

triggered

Why Use Video Responses?

Emotions/ Real

Decision Making

Respondent

Validation

Background

Context

Observed

Usage

Deeper

Understanding

Increased

Engagement

Objective:

To optimize media spend for

a new campaign

Sample Source:

Lightspeed DOI panel

Stimuli:

3 ads

Outcome:

All ads aired but majority of

media spend was directed

to the ad with the highest

engagement on repeat

viewing

Emotion Analysis Usage Case

LIGHTSPEED’S VIDEO ANSWERS

Enhance your story by incorporating Video Answers into

quant research

Video Answers Offering

1. BASIC VIDEO CAPTURE

Scripting by Lightspeed

Incremental incentives

Editing – removing poor data

Data storage

2. ENHANCED

Basic Video Capture

Video show reel creation

Analysis through Voxpopme

Filtering on keywords and other variables

Transcription/translation incorporated into

video

Video Answers

Data capture works equally well

across devices

Data capture works across various

research methodologies

Online Focus Groups

Voice of the Consumer

Ad Hoc Quant

Trackers

Diary Studies

In the Moment Research

Benefits of Video Answers

1. Incorporate Mass Qual techniques into Quant

research

2. Create a more direct link between product user and

product creators: Hear the words, feelings and

emotions people use to describe products and needs

3.Shorten surveys: one video answer can replace

several open-ended questions

4. Add a Qualitative element with limited lead time

5. Gain richer Insights with the same survey

LIGHTSPEED’S EMOTION ANALYTICS

Quantify emotion in real time with Lightspeed through

Affectiva’s automated facial coding system

Emotional coding can provide brands with objective ways to assess video content,

and Lightspeed in conjunction with Affectiva can provide the respondents and

technology to enable these types of studies.

1. The computer vision

algorithms identify key

landmarks on the face

2. Machine learning algorithms

analyze pixels in those regions

to classify facial expressions

3. Combinations of facial

expressions are mapped to

emotions

How the Affectiva Platform Works

Measure emotions moment-by-moment in real time

7 Emotions

Detected by

Affectiva

Valence:

how positive or negative

a person is feeling

Engagement:

overall level and intensity

of the emotion

Sadness Joy Anger Surprise

Fear Disgust Contempt

Gain Diagnostic Insights with an Easy-to-use Dashboard

Emotions are memory markers; they influence brand awareness and drive purchase decisions.

Benefits to using the dashboard:

• Measure 7 emotions, 20 facial expressions

• Display moment-by-moment emotion trace in synch with your content

• Filter data by demo and any survey data

Benchmark performance of ads using industry leading norms

• Benchmark how your videos perform against

those of your competitors.

• Compare by geography, product category,

media length and repeat view.

• Built on the world’s largest emotion database of

24K ads tested and more than 5 million faces

analyzed in 75 countries.

• Optimize content, brand engagement & media

spend

1. Get consent from the respondent

2. Connect to Affectiva via API

3. Run the ad and feed the webcam facial measurement data to

Affectiva

4. Compare the data against Affectiva benchmarks to assess

video performance

5. Extract the dashboard files for delivery to client

Emotion measurement with Lightspeed is simple within the survey:

LIGHTSPEED’S QUESTIONARTS

To best integrate technology enabled solutions, utilize

Lightspeed’s QuestionArts Intelligent Components for high

quality design on all devices

Mobile First Design is Essential for Quality Research

Audience Engagement

Respondents rely on mobile

devices for interaction with

survey research

Requires a good survey

experience on the respondent’s

device of choice

Award-winning suite of

QuestionArts design tools

Create surveys suitable

for cross-platform data

collection

Standard 24/7

programming support

Cost efficient solutions for

both local and global

support

Real time reporting and

data analysis

How We Will

Support You

• Fully Adaptive. Respondents can answer the survey in

portrait or landscape mode depending their preference

• Built in intelligent layout rules: To optimise the layout

on each device

• New features that fully exploit touch screen device

capabilities:

• New Click select ranking

• More control over range labelling and image display

options

• A wider range of selection options

• Collapse animation features and animated question

reveal effects

• Question grouping and nesting

• More advanced flag drag and drop layout features

The New Intelligent Component Design Features

Our new suite of intelligent survey design tools

The cure for the common survey

Consultancy Offers:

• Survey Creation (Copy Writing)

• Survey Enhancement (Bonsai Design – reduce

question redundancy)

• Research Program Optimization (Evaluation and

recommendation)

Our award-winning survey design

team can work with you to

address your research

challenges, and recommend a

custom solution based.

Going Beyond QuestionArts Templates…

Contact us to learn how you can best use Video Answers, Emotion

Analytics, and QuestionArts in your next research projects

www.LightspeedResearch.com / info@lightspeedresearch.com