Kwendi Emo Meter

© Kwendi, 2013 / www.kwendi.netPage 1

EMO Meter Biometric methodology for perception dynamics study


About KWENDI

KWENDI – the marketing solution house specializing in media communications Expertise since 2005 30 employees, offices in Kyiv (Ukraine) and Moscow (Russia) Our clients – media holdings, FMCG market participants, content producers,

advertisers

KWENDI Impact Studies – marketing research of audio and visual communications

© Kwendi, 2013 / www.kwendi.net

EMO Meter

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We call new approach for perception dynamics study as EMO Meter™ methodology. New biometric method is based on ECG (electrocardiogram) data analysis.

The method allows to estimate a measure of viewers’ emotional engagement. Other words we have studied to define whether is respondent “hooked” or no by stimuli materials.

This method is a result of several years R&D of scientists, cardiologists and neurologists team. Also R&D team was composed of programmers and marketers.


Heart as a weather vane of respondent’s emotions

Heart and its conditions one of the most reliable sources of human body states.

At the moment of feeling emotions organism rearranges to new conditions. The first stage of these changes is heart rate alteration.

Electrocardiogram (ECG) - it’s 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 emotional world

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Development of EMO Meter

During EMO Meter development we have passed thee stages:

1. Gathering primary information for the databaseNegative and positive stimuli were shown to respondents. We gathered information about electrocardiogram and emotional states. These data were evaluated with psychological methods

2. Designing of mathematical model for applied estimationData generalization allowed to find the way how to calculate measure of people’s engagement

3. ValidationComparison of testing results with movie database FilmStim showed high reliability of the methodology

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EMO Meter

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EMO Meter – biometric methodology for perception dynamics study

Application Testing of every audio and video communicationsTV commercials, TV and radio programs, music, OOH and print advertisements, movie production, public speeches etc.

Adapted and Improved EMO Meter is easy applicable method – hardware-based and software part made in such way that research conditions don’t differ usual hall tests

Advantages Research outcome – engagement measure dynamics. Methodology allows to define measured time-line with causes of reactions

New EMO Index

Results of research are depicted with such indices:

Impact Curve – emotional perception curve (very negative, - 100; very positive, 100)

Impact Rating Score – average emotional assessment of the TVC (ranging from -100 to

100)

Recall – degree of TVC memorization

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

• Top Of Mind (First TVC mentioned without prompting)

• Unprompted (All TVCs mentioned without prompting)

• Prompted (TVCs recalled from the video footage)

• Brand Recall (degree of brand memorization)

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

state of high attention with emotional background


Viewer’s engagement00

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Results of the first commercial wave with EMO Meter showed reaction of viewers looking like curve depicted on this chart

Difference of respondents’ reactions may be described in this way:

1. Engagement of a viewer at the beginning of the TVC

2. Retention of the engagement

3. Weakening of respondents’ engagement


Data examples00

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70%TVC 1 TVC 2 TVC 3 TVC 1 – satisfactory result:

• engagement of the audience at the start

• retention of attention till the middle of TVC

• significant loss of audience’s engagement

TVC 2 – unsatisfactory result:• sluggish start• decrease of engagement during

TVC• higher losses of engagement

TVC 3 – excellent result:• growth of attention during TVC• decrease of engagement only after

30th second of TVC• moderate losses of engagement


Fieldwork department

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Responsibility statementField work stage is a key stage of marketing 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



Modeling of surroundings

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


Products with EMO Meter

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ADVERTISEMENTS BRAND IDENTITY

AD COPY TESTING

Rip-o-matic

TV commercials

Print copy, OOH

Radio ad copy

Logos

Slogans

Corporate style

Jingles


Clients(nonconfidential projects)

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Thank you!

Technology

Kwendi Emo Meter