Come fly with us. gleich. geht es los
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- Beverly Helen Bradley
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1 Come fly with us gleich geht es los
2 Werbemittelforschung im digitalen Zeitalter
3 WHAT S RIGHT WITH OUR TV-SPOT? IS THERE SOMETHING WRONG? CLASSIC RESEARCH 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 tograsp which sequence works well, and why that is so. And what do you think about this sequence? Tell me about your feelingswatching this. And what do you think about this sequence? Tell me about your feelingswatching this. And what do you think about this sequence? Tell me about your feelingswatching this. 3
4 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 RESULT: One explicit measure over time. AUTOMATED FACIAL CODING Test person is watching the stimulus. The testperson s face is captured on video using ist webcam. TECHNICAL REQUIREMENTS: Webcam Software plugin hosted on an external server. RESULTS: Seven implicit measures decoded fromfacial expressions Emotion lift (combined overall measure) Anger Disgust Happiness Fear Sadness Surprise Source: 4
5 LET S GIVE IT A TRY... TESTING TWO TV-SPOTS USING THREE DIFFERENT APPROACHES. RANDOM ORDER A. CLASSIC APPROACH Presenting the 1st video Asking questions, rating the video Presenting the 2nd video Askingquestions andratingthe 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. Askingquestions andratingthe 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. Askingquestions andratingthe video 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 COGNITIVE BIAS. 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. RTRM Facial Coding Probands need to think first about what they see before they react via RTRM. 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 magentacolored veins the surprise measure goes down. When (all of a sudden) the city is emergingthe surprise measure goes straight up. 9
10 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. HAPPINESS SURPRISE EMOTION LIFT FEAR ANGER?? CONSIDER COMMUNICATION TARGETS! Examples Target: Perceive company (sender) in a happy mood! ðfocus on happiness level before logo is displayed Target: Induce activation at the beginning of thespot! ð Focus on surprise, disgust, fear at the beginning 10
11 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 0,05-0,03-0,03-0,07-0,16-0,06-0,13-0,01 FACIAL CODING MEASURES Emotion lift Surprise Sadness Happiness Fear Disgust Anger RTRM 11
12 FC PROVIDES A CLEAR BENEFIT. RTRM NOT THAT MUCH. ONLINE TESTING WORKS. RTRM suffers from latency. It is not quite clear (and varying) 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 carrying much more information than the classic approach via asking questions. Facial coding has some advantages. Precise in terms of measuring spontaneous reactions implicitly. 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 referring to different scenes obsolete. From a methodological point of view: RTRM and FC both are valid options for online research. Face validity and criterion-related validity are high. 12
13 Erleben Sie digitale Marktforschung Rufen Sie uns an +49 (0)
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