Presentation of biometric technology measure perceptions of audio-visual content EMO Meter

© Kwendi, 2012 / www.kwendi.net Page 1

EMO Meter Biometric methodology for percep>on dynamics study

KWENDI – the marke>ng solu>on house specializing in media communica>ons

§  Exper>se since 2005 §  30 employees, offices in Kyiv (Ukraine) and Moscow (Russia)

KWENDI Impact Studies – marke>ng research of audiovisual products that helps adver>sers maximize impact of their communica>on

About KWENDI


EMO Meter


EMO Meter™ methodology – the new approach for percep>on dynamics study . New biometric method is based on ECG (electrocardiogram) data analysis. EMO Meter™ allows to evaluate viewers’ emo>onal engagement. It answers to the ques>on, whether the consumer is hooked or not by the communica>on he was exposed to. This method is a result of several years R&D by a team of cardiologists, neurologists, so\ware developers and market researchers.

Heart as an indicator of respondent’s emo>ons

Heart is one of the most reliable sources of human body state. When feeling any emo>on, human body rearranges to new condi>ons. The first stage of these changes is heart rate altera>on. Electrocardiogram (ECG) is a precise history of heart work including all details of what happened with a human Respondent’s electrocardiogram analysis is a core of EMO Meter™ methodology. With the new method we can look deeper into human’s emo>onal world


Development of EMO Meter

During EMO Meter development we have passed thee stages:

1.   Gathering primary informa6on for the database Nega>ve and posi>ve s>muli were shown to respondents. We gathered informa>on from electrocardiograms and emo>onal states. These data were evaluated with psychological methods

2.   Designing mathema6cal model for applied es6ma6on Data generaliza>on allowed to find the way to calibrate the levels of respondent’s engagement

3.   Valida6on Comparison of tes>ng results with FilmS>m movie database showed high reliability of the methodology


EMO Meter


EMO Meter – biometric methodology for percep6on dynamics study

Applica6on Tes6ng subconscious reac6on to any audio and video communica6on TV commercials, TV and radio programs, music, OOH and print adver>sements, movie produc>on, public speeches etc.

Mobility and Usability EMO Meter is easy applicable method – hardware and so\ware are made in a way that research condi>ons don’t differ from usual hall tests

Advantages Methodology allows to define measured >me-‐line with causes of reac>ons. Research outcome – engagement measure dynamics.

New EMO Index

Research delivers such indices:

Impact Curve – emo>onal percep>on curve (very nega>ve, -‐ 100; very posi>ve, 100)

Impact Ra6ng Score – average emo>onal assessment of the TVC (ranging from -‐100 to 100)

Recall – degree of TVC memoriza>on

Ad awareness (Q: What commercials can you recall?)

•  Top Of Mind (First TVC men>oned without promp>ng)

•  Unprompted (All TVCs men>oned without promp>ng)

•  Prompted (TVCs recalled from the video footage)

•  Brand Recall (degree of brand memoriza>on)

EMO Index – curve of emo6onal engagement – percent of respondents being in

state of high aLen6on with emo6onal background


Viewer’s engagement

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1. 2.

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Viewers; reac>on to ads looks like curve below:

Three major factors of ad impact: 1.  Engagement of a viewer

at the beginning of the TVC

2.  Reten>on of the engagement

3.  Loss of respondents’ engagement


Data examples

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TVC 1 TVC 2 TVC 3 TVC 1 – average result:

•  engagement of the audience at the start

•  reten>on of aoen>on >ll the middle of TVC

•  significant loss of audience’s engagement by the end

TVC 2 – unsa>sfactory result: •  sluggish start •  decrease of engagement during

TVC •  high losses of engagement by the

end

TVC 3 – excellent result: •  growth of aoen>on during TVC •  decrease of engagement only a\er

30th second of TVC •  moderate losses of engagement in

the end


Modeling of surroundings


As well as in research with Impact Meter methodology respondents don’t know what is subject of a test un>l the end of a test. Such approach allows to get unbiased percep>on of commercials in a modeled TV air. During tes>ng materials are placed like surroundings people are used to – part of a movie or a show, cap>on cards of a TV channel, TV commercials and so forth

Fieldwork department

Page 11

Responsibility statement Field work stage is a key stage of marke>ng research procedure and final results depend on excellence very much. We guarantee that field work stage is correspondent to generally accepted standards basic for primary data gathering

Own recruiters network We don’t use ‘professional’ recruiters for avoid ‘professional’ respondents in our sample

© Kwendi, 2012 / www.kwendi.net

Products with EMO Meter


ADVERTISEMENTS BRAND IDENTITY

AD COPY TESTING

Rip-‐o-‐ma>c

TV commercials

Print copy, OOH

Radio ad copy

Logos

Slogans

Corporate style

Jingles

Clients (non-‐confiden>al projects)


Thank you!

© Kwendi, 2012 / www.kwendi.net

Documents

Presentation of biometric technology measure perceptions of audio-visual content EMO Meter