Download - Alastair gordon main stage - 2011
Main Stage, November 3, 2011
Surveys Without Scales: NewMR and Facial Imaging Alastair Gordon, Gordon & McCallum
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Surveys Without Scales: NewMR and Facial Imaging
Alastair Gordon, Managing Partner, Gordon & McCallum
The 5 Point Summary
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
In Defence of Surveys • Simple (relatively) to do/create • Cheap … (per kilogram of data!) • Easily understood …(internally/externally) • Mostly accurate (people seldom lie) • Specific, targeted information
• In tough times they can be Simple,
Scalable and (fairly) easy to implement
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
So, what’s the problem?
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Facial Expressions :Theory
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• Paul Ekman & others – our faces reveal emotional response. Almost impossible to hide this reaction
• Universality of six basic emotions: happiness, surprise, fear, anger, disgust, and sadness
• Previously facial recognition studies required manual
coding & extensive expertise
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
nViso: Automated Measurement of EmoBon
• Ar#ficial intelligence precisely detects facial muscles • Facial muscles movements encoded • Machine learning system decodes facial behavior
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SoEware maps 143 points in the image directly to facial muscles
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Ac#onable Report Analysis Webcam Feeling
Facial Imaging – Deployment On / Offline
§ Massive Global Reach In Home Environments Opt-‐in, video based, emoBon profiling No dedicated lab or expert personnel Instant feedback and reporBng ObjecBve, culturally unbiased results
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Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
nViso Facial Imaging : What Does It Measure?
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Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Implementation Is Key Issue
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Add It To Any Online Survey: What Respondent Sees
Intro Awareness Q’s etc.
Opt –In to filming Show Video Passively Record
More Q’s Demographics
Transparent Link back to
survey Transparent Link to nViso – IBM Cloud
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
How Much Information Results? • Quite a lot! • Just from the facial imaging:
– 7 data-points a second, per stimulus – Emotion Lift® and other composite scores – Possible to do large numbers of similar stimuli
together in the same test – Data is directly linked to what people saw
• Considerable interpretative power on its own … but even more if integrated
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
10 sec
Example Analysis of a “Story” TVC
o HSBC o “Dolphin in Net”
o UK / HK
o >150 respondents
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Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
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INTENSITY TREND
Measures the
evolution of each emotion category to
highlight trends relative to the
reference frame.
Happiness
Surprise
Fear
Anger
Sadness
Disgust
Neutral
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Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
EmoBons Instantly Reflect Story
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When Happiness Was Evoked. NvHappiness
He’s Got a knife!
It’s a dolphin
Cut net dolphin free
Dolphin swims free
They’ve Caught Something
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Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
So what? • EmoBon drives interest & purchase.
– We are awash with markeBng imagery – What alternaBves evoke the most emoBon? – EmoBve impact early on (avoid channel switching) and
at end (memorablity).
• Videos oEen similar shots/features (e.g. happy users, celebriBes, similar offers). Which images really have impact?
• Specific answers to detailed quesBons. “Do they like that celebrity?”, “Will that scene appeal to teenage girls?” , “which of these trailers appeals most?”
• Puts emoBon at centre of creaBve discourse + bemer diagnosBc feedback.
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Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
COMBINING FACIAL IMAGING WITH SURVEY DATA ADDS VALUE TO BOTH
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
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GENDER DIFFERENCES
Males get the ad fast, and emoBon builds throughout.
Females take 14 seconds before
they are interested.
Visuals at 9 seconds loses females. Might change channel!
Female
Male
Difference
Male : Constant Build
Simple Example Beer Ad: Male vs Female
Women Lost Right Here.
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Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
More Complex Example, China FMCG: Identifying ‘Linchpin Moments’
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Fear
Anger
Disgust
Sad
Surprised
Happy
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Context Matters • We see clear variations by (e.g.)
– Overall ‘Liking’, ‘Persuasion’ – Saatchi & Saatchi “Lovemark” – Demographics
• Sampling & sub-analysis still useful! • Understanding CONTEXT key for any
‘neuro-marketing’ solution • Integration with surveys, data-bases, other
data-sources will yield most powerful info
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Don’t Think Just ‘Neuroscience’, Think Massive Data
• In some ways facial imaging is standard neuroscience on steroids …
• Accurate, scientific, but also scalable, and simple to implement and integrate
• Potential to move beyond “tests” and “experiments” to on-going learning and feedback systems
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Possibilities • Implemented on mobile devices, TV’s, Lab/
theatre tests, MROC’s, Online Quali… • Kiosks, embedded in games, you tube channels
etc. • Faster, quicker feedback, same measure over
more touch-points & geographic • Accessibility, repeatability is the real “NewMR” Simple, Scalable , Integrated à
Repeatable à ‘Big’ Analy#cs = Systema#c Learning
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
New MR Revolution is NOT (Just)
• Likert Scales à Second-by-second direct observation
• Nor banks of affective sliders à passive response
• Increasing accuracy and lessening respondent burden = ‘useful and good’
• Genuine revolution = ‘scale & simplicity’
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
The Revolution is Making This Easy & Cost-Effective
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Thank you
Alastair Gordon Gordon & McCallum
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Q & A
Greg Coops Asian Strategies
Alastair Gordon Gordon & McCallum
Alastair Gordon, Gordon & McCallum, New Zealand Festival of NewMR 2011 - Session 1 - Schedule: 0:00am to 2:00am (GMT)
Contacts: Gordon & McCallum, nViso SA
Check our Website @ hmp://www.gordon-‐mccallum.com/ Read our blog @ Research.Opinionated.Insighoul Email Alastair: @ alastair@gordon-‐mccallum.com Alastair on Twimer : @ mr_roi
Check the Website @ hmp://www.nviso.ch/ Follow the tweets @ nviso Email nViso @ [email protected]
Main Stage, November 3, 2011
Surveys Without Scales: NewMR and Facial Imaging Alastair Gordon, Gordon & McCallum
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011