Deutsche Telekom AG Marketing Communications Strategy & Media in Cooperation with SKOPOS GmbH & Co. KG March 2014

Transcription

1 New Enabling of Advertising Research Using Facial Coding and Real Time Response Measurement Online Dr. Olaf Wenzel (SKOPOS) Christian Lauterbach (Deutsche Telekom) in Cooperation with SKOPOS GmbH & Co. KG

2 WHAT S RIGHT WITH OUR TV-SPOT? IS THERE SOMETHING WRONG? CLASSIC RESEARCH IS NEEDS TO ASK QUESTIONS OVER QUESTIONS... An overall rating is important but it does not tell us the whole story. So we are asking open questions to get a deeper understanding of the performance of a TV-Spot. Finally we have to conduct content analysis to grasp which sequence works well, and why that is so. And what do you think about this sequence? Tell me about your feelings watching this. And what do you think about this sequence? Tell me about your feelings watching this. And what do you think about this sequence? Tell me about your feelings watching this. 2

3 CAN FACIAL CODING OR REAL TIME RESPONSE MEASURM. HELP US? WHAT ARE THE BENEFITS? WHAT ARE THE PITFALLS? 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: 3

4 RANDOM ORDER LET S GIVE IT A TRY... TESTING TWO TV-SPOTS USING THREE DIFFERENT APPROACHES 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 4

5 AT A FIRST GLANCE THE OUTCOMES SEEM TO BE QUITE SIMILAR. FC AND RTRM RATING CURVES SHOW QUITE SIMILAR GRADIENTS. 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. 5

6 AT A FIRST GLANCE THE OUTCOMES SEEM TO BE QUITE SIMILAR. FC AND RTRM RATING CURVES SHOW QUITE SIMILAR GRADIENTS. 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. 6

7 FC REACTS FASTER ON CHANGES OF EMOTIONAL STATE. RTRM SEEMS TO SUFFER FROM SOME KIND OF LATENCY. FACIAL CODING (EMOTION LIFT) VS. REAL TIME RESPONSE MEASUREMENT (SPOT 2) Whilst FC shows instant reactions to the stimulus RTRM occasionaly seems to lack a little behind. Probands need to think first about what they see before they react via RTRM. RTRM Facial Coding 7

8 WHAT MAKES YOU HAPPY? WHAT IS MAKING YOU SURPRISE? SOME FC MEASURES ARE CORRESPONDING WELL WITH THE CONTENT. HAPPINESS CURVE (SPOT 1 VS. SPOT 2) / FACIAL CODING Happiness goes only slightly down when the last scene is on display. Happiness goes quickly down when construction worker is on display. 8

9 WHAT MAKES YOU HAPPY? WHAT IS MAKING YOU SURPRISE? SOME FC MEASURES ARE CORRESPONDING WELL WITH THE CONTENT. SURPRISE CURVE (SPOT 2) / FACIAL CODING Once the lines have been identified as magenta colored veins the surprise measure goes down. When (all of a sudden) the city is emerging the surprise measure goes straight up. 9

10 RTRM MEASURES EXPLICIT. FC MEASURES IMPLICIT. HIGH CORRELATION OF RTRM RESULTS WITH RATING SCALES. CORRELATIONS OF AGGREGATED MEASURES WITH OVERALL RATING OF THE SPOT (FC vs. RTRM) Spot 1 Spot 2 FC measures show no substantial correlations with explicit overall ratings ot the spot. 0,48 0,63 RTRM measure correlates highly significant with explicit overall ratings of the spots. 0,14 0,11 0,09 0,10 0,08 0,04 0,05-0,03-0,07-0,03-0,16-0,06-0,13-0,01 FACIAL CODING MEASURES Emotion lift Surprise Sadness Happiness Fear Disgust Anger RTRM 10

11 MEASURES ARE OF USE ONLY IF PREASSUMPTIONS ARE PROFOUND. INTERPRETATION SHOULD CONSIDER COMMUNICATION TARGETS. SADNESS DISGUST? INTERPRET WITH CAUTION! Most of the measures can not be claimed to be good or bad per se. SURPRISE EMOTION LIFT ANGER? CONSIDER COMMUNICATION TARGETS! HAPPINESS FEAR? 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 11

12 REMEMBER THAT THE TEST SITUATION IS OUT OF YOUR CONTROL. IN 24% OF ALL CASES FC WAS NOT WORKING FOR TECHNICAL REASONS. SOME SCREENSHOTS OF TEST PERSONS (AVAILABLE FOR QUALITY CONTROL) FACIAL CODING WORKS WELL FACIAL CODING MIGHT WORK FACIAL CODING NOT POSSIBLE 12

13 REMEMBER THAT THE TEST SITUATION IS OUT OF YOUR CONTROL. IN 27% OF THE CASES OF RTRM THE MOUSE WHEEL WAS NOT USED. DIFFERENT GROUPS OF RTRM RESPONDENTS 73% of the respondents are really using their mouse wheel to rate the stimulus. 27% of the respondents are doing nothing but watching ( Flatliners ) 13

14 FC PROVIDES A CLEAR BENEFIT. RTRM NOT THAT MUCH. ONLINE TESTING WORKS. BUT OVERSAMPLING IS REQUIRED. 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. 14

15 THANK YOU! Christian Lauterbach Senior Expert Communications Dr. Olaf Wenzel Research Director SKOPOS GmbH & Co. KG 15