new enabling of advertising research using facial coding ... · b. facial coding (fc) 1. presenting...

Deutsche Telekom AG – Marketing Communications Strategy & Media

in Cooperation with SKOPOS GmbH & Co. KG

March 2014

New Enabling of Advertising Research Using Facial Coding and Real Time Response Measurement Online Dr. Olaf Wenzel (SKOPOS) Christian Lauterbach (Deutsche Telekom)

And what do you think about this sequence? Tell me about your feelings watching this.

WHAT‘S RIGHT WITH OUR TV-SPOT? IS THERE SOMETHING WRONG? CLASSIC RESEARCH IS NEEDS TO ASK QUESTIONS OVER QUESTIONS ...

Deutsche Telekom AG Marketing Communications Strategy & Media in cooperation with SKOPOS GmbH & Co. KG

2 March 2014



So we are asking open questions to get a deeper understanding of the performance of a TV-Spot.

An overall rating is important but it does not tell us the whole story.

Finally we have to conduct content analysis to grasp which sequence works well, and why that is so.

CAN FACIAL CODING OR REAL TIME RESPONSE MEASURM. HELP US? WHAT ARE THE BENEFITS? WHAT ARE THE PITFALLS?


3 March 2014

REAL TIME RESPONSE MEASUREMENT

Test person is rating the stimulus while watching it using the mouse wheel:

• Wheel up = like

• Wheel down = don‘t like

TECHNICAL REQUIREMENTS:

• Wheelmouse

• Software plugin hosted on an external server

RESULT:

One explicit measure over time.

AUTOMATED FACIAL CODING

Test person is watching the stimulus. The testperson‘s face is captured on video using its webcam.

TECHNICAL REQUIREMENTS:

• Webcam

• Software plugin hosted on an external server.

RESULTS:

Seven implicit measures decoded from facial expressions

• Emotion lift (combined overall measure)

• Anger, Disgust, Happiness Fear, Sadness, Surprise

Source: http://w

ww

.nviso.ch/technology.html

LET‘S GIVE IT A TRY ... TESTING TWO TV-SPOTS USING THREE DIFFERENT APPROACHES.


4 March 2014

1.

2.

3.

A. CLASSIC APPROACH

Presenting the 1st video

Asking questions, rating the video

Presenting the 2nd video

Asking questions and rating the video

B. FACIAL CODING (FC)

1. Presenting the 1st video and measuring emotions via facial coding

2. Presenting the 2nd video and measuring emotions via facial coding

3. Presenting the 1st video again

4. Asking questions, rating the video

5. Presenting the 2nd video again

6. Asking questions and rating the video

C. REAL TIME RESPONSE MEASUREMENT (RTRM)

1. Presenting the 1st video and rating via RTRM

2. Presenting the 2nd video and rating via RTRM

3. Presenting the 1st video again

4. Asking questions, rating the video

5. Presenting the 2nd video again

6. Asking questions and rating the video

RA

ND

OM

OR

DE

R

AT A FIRST GLANCE THE OUTCOMES SEEM TO BE QUITE SIMILAR. FC AND RTRM RATING CURVES SHOW QUITE SIMILAR GRADIENTS.


5 March 2014

RTRM

Facial Coding

RTRM

Facial Coding

* FACIAL CODING CURVES ARE REPRESENTING EMOTION LIFT.

Emotion lift is a combined measure of the six basic emotions measured via facial coding: anger, disgust, fear, surprise, happiness, sadness.

RTRM

Facial Coding

RTRM

Facial Coding

AT A FIRST GLANCE THE OUTCOMES SEEM TO BE QUITE SIMILAR. FC AND RTRM RATING CURVES SHOW QUITE SIMILAR GRADIENTS.


6 March 2014

* FACIAL CODING CURVES ARE REPRESENTING EMOTION LIFT.

Emotion lift is a combined measure of the six basic emotions measured via facial coding: anger, disgust, fear, surprise, happiness, sadness.

FC REACTS FASTER ON CHANGES OF EMOTIONAL STATE. RTRM SEEMS TO SUFFER FROM SOME KIND OF LATENCY.


7 March 2014

RTRM

Facial Coding

FACIAL CODING (EMOTION LIFT) VS. REAL TIME RESPONSE MEASUREMENT (SPOT 2)

Whilst FC shows instant reactions to

the stimulus …

Probands need to think first about what they see before

they react via RTRM. … RTRM occasionaly seems

to lack a little behind.

WHAT MAKES YOU HAPPY? WHAT IS MAKING YOU SURPRISE? SOME FC MEASURES ARE CORRESPONDING WELL WITH THE CONTENT.


8 March 2014

HAPPINESS CURVE (SPOT 1 VS. SPOT 2) / FACIAL CODING

Happiness goes quickly down when

construction worker is on display.

Happiness goes only slightly down when the

last scene is on display.

WHAT MAKES YOU HAPPY? WHAT IS MAKING YOU SURPRISE? SOME FC MEASURES ARE CORRESPONDING WELL WITH THE CONTENT.


9 March 2014

SURPRISE CURVE (SPOT 2) / FACIAL CODING

When (all of a sudden) the city is emerging the surprise measure goes

straight up.

Once the lines have been identified as

magenta colored veins the surprise measure

goes down.

RTRM MEASURES EXPLICIT. FC MEASURES IMPLICIT. HIGH CORRELATION OF RTRM RESULTS WITH RATING SCALES.


10 March 2014

0,14

-0,03 -0,03

0,10 0,04

-0,06 -0,13

0,48

0,11

-0,07

0,09 0,08

-0,16

0,05

-0,01

0,63

Emotion lift Surprise Sadness Happiness Fear Disgust Anger RTRM

Spot 1 Spot 2

CORRELATIONS OF AGGREGATED MEASURES WITH OVERALL RATING OF THE SPOT (FC vs. RTRM)

RTRM measure correlates highly significant with

explicit overall ratings of the spots.

FC measures show no substantial correlations with explicit overall ratings ot the

spot.

FACIAL CODING MEASURES

MEASURES ARE OF USE ONLY IF PREASSUMPTIONS ARE PROFOUND. INTERPRETATION SHOULD CONSIDER COMMUNICATION TARGETS.


11 March 2014

ANGER

DISGUST

SURPRISE

HAPPINESS

FEAR

SADNESS

EMOTION LIFT

?

?

?

INTERPRET WITH CAUTION!

Most of the measures can not be claimed to be „good“ or „bad“ per se.

CONSIDER COMMUNICATION TARGETS!

Examples

Target: Perceive company (sender) in a happy mood!

Focus on happiness level before logo is displayed

Target: Induce activation at the beginning of the spot!

Focus on surprise, disgust, fear at the beginning

REMEMBER THAT THE TEST SITUATION IS OUT OF YOUR CONTROL. IN 24% OF ALL CASES FC WAS NOT WORKING FOR TECHNICAL REASONS.


12 March 2014

FACIAL CODING WORKS WELL FACIAL CODING MIGHT WORK FACIAL CODING NOT POSSIBLE

SOME SCREENSHOTS OF TEST PERSONS (AVAILABLE FOR QUALITY CONTROL)

REMEMBER THAT THE TEST SITUATION IS OUT OF YOUR CONTROL. IN 27% OF THE CASES OF RTRM THE MOUSE WHEEL WAS NOT USED.


13 March 2014

73% of the respondents are really using their mouse wheel to rate the stimulus.

27% of the respondents are doing nothing but watching („Flatliners“)

DIFFERENT GROUPS OF RTRM RESPONDENTS

FC PROVIDES A CLEAR BENEFIT. RTRM NOT THAT MUCH. ONLINE TESTING WORKS. BUT OVERSAMPLING IS REQUIRED.


14 March 2014

RTRM suffers from latency. It is not quite clear (and variing) how fast a decision is made about liking or not liking a scene. The measure is not precise regarding the timeline. We end up with an unprecise explicit measure not carring much more information than the classic approach via asking questions.

Facial coding has some advantages.

• Precise in terms of measuring spontaneous reactions implicitely. No latency enforced by cognitive appraisal.

• Adding value in terms of adding new qualitative information going beyond common explicit measures.

• Speeding up the research process by making long and repeated questions refering to different scenes obsolete.

But we don‘t know yet which level of emotion lift or of the other measures has to be achieved in terms of being really substantial according to our communication tagets. Benchmarking is required!

From a methodological point of view:

• RTRM and FC both are valid options for online research. Face validity and criterion-related validity are high.

• But substantial oversampling is required for both methods due to technical reasons and due to the lack of control of the interview situation.

THANK YOU!


15 March 2014

Christian Lauterbach

Senior Expert Communications

Deutsche Telekom AG

Dr. Olaf Wenzel

Research Director

SKOPOS GmbH & Co. KG

new enabling of advertising research using facial coding ... · b. facial coding (fc) 1. presenting...

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