profiting from the seven deadly sins of marketing - sensory logic
TRANSCRIPT
APRIL 1-3, 2014 TORONTO
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
© 2014. All Rights Reserved.
Profiting From the Seven
Deadly Sins of Marketing
Dan Hill, Ph.D., Sensory Logic, Inc.
Qual360 North America
© 2014. All Rights Reserved.
SENSE – FEEL – think- DO
2
©Sensory Logic 2013
© 2014. All Rights Reserved.
History of Facial Coding
1872
• Scientific Theory: Charles Darwin
– Universal
– Spontaneous
– Abundant
• Theory Refined: Paul Ekman, Ph.D.
– 43 facial muscles,
express universal core
emotions
• Business Inventor:
Dan Hill, Ph.D.
– Pioneer in using facial
coding to create
emotional metrics
– U.S. Patent Portfolio
Science Psychology Business
1965 1998
© 2014. All Rights Reserved.
History of Facial Coding
2005
2009-2011
Which tool will have the most transformative impact on MR?
“The reviewers felt that neuroscience
suggests that neurological methods
(fMRI)and facial coding are best suited
to assess the emotional valence of
viewer reactions”
- The ARF NeuroStandards
Collaboration Project
2011
2010
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Goal #1: Accuracy Have you never been lied to?
“worked great” “it’s powerful”
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Do you know what your consumer is saying?
• “It’s easy to know what it’s coming with. And I definitely like the free
shipping.”
• “It evokes a sensation of peace.”
• “Somebody’s got your back. Why couldn’t it be your banking
institution?”
• “It’s easy to know what it’s coming with. And I definitely like the free
shipping [Joy].”
• “It evokes a sensation [Sadness, Frustration, Anxiety]of [Frustration,
Sadness] peace.”
• “Somebody’s got your back. Why couldn’t it be your banking institution? [Skepticism, Contempt, Sadness, Frustration, Anxiety]”
“Sentiment analysis from a piece of software is about 56% accurate” – that’s without considering humor or slang, according to London’s Metropolitan Police
© 2014. All Rights Reserved.
Q & A
Dan Hill, President
1 - (651) 224-7647
www.sensorylogic.com
Q&A
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
APRIL 1-3, 2014 TORONTO