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