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Creative testing Emotion measurement

Three myths about emotion measurement. Busted.

By Natalia Kuznetsova-Rice

“The next frontier” of big data, EMOTION ANALYTICS is confidently making its way into marketing research and decision making. Its growing popularity rests on solid ground: getting a genuine and unfiltered response directly from viewers' hearts and minds is what marketers and advertisers have always been after. 

Today, a combination of developments in behavioral science, the arrival of machine learning and computer vision has enabled us to get this information via emotion measurement platforms. However, like every new technology, emotion analytics need some time to adjust and find its place in the existing marketing infrastructure. To help you find the best place for emotion measurement in your marketing process, we’d like to address these three common concerns.

 

Myth 1. Analytics kill creativity

It is something that may not often be said in boardrooms but is certainly discussed by watercoolers. “Analytics restrain creativity; the piece of creative is not about measuring every second of it, it needs to be perceived as a whole; If we follow measurement data, we’ll stop taking creative risks ”, - you’ve probably heard or maybe even said one of these. In fact, emotion analytics and creativity absolutely can and should be friends. Here is why:

  • Creativity focuses on storytelling and so does emotion analytics. It favors engagement, which is the main indicator of a powerful story.
  • Creativity seeks to produce something with high emotional impact, and emotion analytics fully supports that - it celebrates videos that strike an emotional chord with an audience and questions those that fail to do so.
  • Most importantly, creativity strives to create something of lasting value, and emotion analytics can prove this with real life results. If your video manages to achieve a high  EmotionAll score, you're a winner! Your trophy will be brand advocacy, limitless earned media, and a boost in sales.

So can we just say that emotion analytics is an honest and well-wishing friend of creativity. 

 


Creativity seeks to produce something with high emotional impact, and emotion analytics fully supports that - it celebrates videos that strike an emotional chord with an audience 


 

Myth 2. Emotions are too complex and don't convert into numbers

If there is a single most important thing to be said about emotions, it’s that emotions drive behaviour. And it covers consumer actions too! There’s a strong association between a high performing video and a significant boost in earned media and sales. One of our studiesshowed that each additional point on the EmotionAll® score brought tens of thousands of shares on Facebook and millions of views on YouTube. Another study found the link between emotional perception of an ad and its impact on sales with 75% certainty. In other words, it was able to distinguish between ads that sell and those that don’t. The study involved 149 ads across 35 brands and is currently the largest emotional dataset linked to real business outcomes.  

While human emotions truly are complex, by measuring the basic six (happiness, surprise, anger, disgust, fear, and confusion) and four proprietary metrics (attraction, engagement, retention, impact) we’re able to establish how well a video will perform.

 


Emotions drive actions. And that means, consumer actions too.



Myth 3. Emotion measurement is complicated 

While traditional research and neuromarketing tools offer a variety of tools to measure response to video content, emotion measurement remains the most efficient way to get data right from the heart of a customer.  All you need is to open your browser, register on the Realeyes platform and upload your video. The results will be available in just 48 hours. No one-way mirror walls, no labs, special hardware, travel, or waiting times. This paragraph is so short because it really is that simple.


Still not sure how emotion analytics fits into your marketing process?

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by Natalia Kuznetsova-Rice

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