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


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


So, what’s the problem?


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


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


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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nViso Facial Imaging : What Does It Measure?

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Implementation Is Key Issue


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


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


10 sec

Example Analysis of a “Story” TVC

o  HSBC o  “Dolphin in Net”

o  UK / HK

o  >150 respondents

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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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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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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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COMBINING FACIAL IMAGING WITH SURVEY DATA ADDS VALUE TO BOTH


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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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More Complex Example, China FMCG: Identifying ‘Linchpin Moments’

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Fear

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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


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


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


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’


The Revolution is Making This Easy & Cost-Effective


Thank you

Alastair Gordon Gordon & McCallum


Q & A

Greg Coops Asian Strategies

Alastair Gordon Gordon & McCallum


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

Alastair gordon main stage - 2011

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Transcript of Alastair gordon main stage - 2011