The emotions we feel during the first moments of a meeting count ... (2) “
Emotional Design: Why We Love (or Hate) Everyday Things” Donald A. Norman:
Link.
CrowdEmotion emotions count Demologics and intelliGO help you to understand how
Emotions matter and influence our decisions
«Our reasoning is intimately linked to the emotional circuits of the brain, even more than to the cognitive systems..» D. Kahneman(1): «Thinking, Fast and Slow» (1) Nobel Prize for Economics 2002 Link
Emotions are aroused
when we meet a person, when our favorite team wins, when we see a scene from a movie or when we see a new car in an advertisement. The emotions we feel during the first moments of a meeting count and they bear witness of this moment with a lasting impression
… and uncontrolled break into
… by signals which if properly interpreted help to create advertisement…
that keep the attention reducing zapping (1) … which have a double success of Adv that affect only the rational brain(2) … it generates a higher level of recall(3) … even in viral campaigns on the web(4)
(1) (2) (3) (4)
Journal of Marketing Research (JMR): Link Neuromarketing Review: Link G&E: Link pag. 13 Journal of Interactive Advertising: Link
Being able to recognize helps to create a communication
Emphatic Generating surprise, involvement joy and happiness, the feeling of reassurance.
Elements present in the success of any product and campaign.
…and realise a valuable Emotional Product Design
The design of a product: is the first vehicle of communication of himself(1) (2)
(1) Neuromarketing review: Link (2) “Emotional Design: Why We Love (or Hate) Everyday Things” Donald A. Norman: Link
So what in Advertising? Does my campaign arouses the right emotions? How do my target react? How long will the “magic moment” last? Do I communicate better than my competitor? Can I improve something in my Adv ? What is the perceived mood of my campaign? Is the product placement inserted at the right time?
…but also in Emotional Design The design of my product arouses the right emotions? How they react to my prospect? Can I improve some details? It ‘s a design more exciting than the competitors? The engagement generated can justify a premium price?
Our approach
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The facial expressions talk about emotions
The face expresses the mood of a person. The facial muscles are controlled by the brain that reacts to stimuli. The first reaction, unconscious, requires fractions of a second, out of the control of the rational mind, free from cultural patterns and social rules (1). (1) American Psychological Association Link
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.... and, if you understand that..
.. it opens a gateway to the emotions
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..and it gives a competitive advantage ...
Helping to create Communication Products Services more engaging
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Scientific background
The human being is characterized by an ancestral heritage that unites all races and cultures. It occurs at an unconscious level where the emotions reside, even before the cognitive processes, influencing rational thought. A similar process is also evident in primates.
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Scientific background
The global landscape 30 years of scientific research Hundreds of computer libraries Tens of technical publications (1) 10 years of application in communication Uses in the clinical field and strategic security (1) examples Link
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The technology to date
Current technologies require complex equipment, laboratory technicians, high costs for small samples.
But now.... new technologies, combined with a scientific rigor, enable new
opportunity
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Our proposal
No constraint of "laboratory“, no expensive equipment but a screen and a Web-Cam permit to use an agile interface combined with
scientific rigor
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Our proposal
Recognition, tracking and decoding facial movements
Click on these 2 examples to see how CrowdEmotion works recognizing and decoding emotions
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Where?
At your location or at respondent’s home
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How?
Recognizing, tracking and determining moment by moment the level of each of the six basic emotions: anger, disgust, fear, happiness, sadness and surprise
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Giving you summarries
Engagement positive vs. negative (mood) Analysis by socio-economic target The target emotions and memorability Curve of the decay rate of mood Benchmark with competitors
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Providing Reports and Row Data Analytical reports and charts available in few minutes to assess the overall performance and to track the crucial moments …second by second
An excel database with hierarchical structure, permitting you to manipulate and generate Tables and Graphs adopting your standards
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Plus A flexible tool to support your professionality Small sample size: In depth The reasons Generate new idea
A support to qualitative research: results during the Focus Group, a clear feed-back, a stimulus during the discussion
A support to quantitative research: Integrated into a web-survey, hundreds of cases processed quickly, simple numeric indicators Large sample size: Representativeness Measurement Segmentation
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The investments on face coding
The commitment 3 years of study 9000 working hours 2500 computer archives 13 programming languages 2,325,000 lines of code Investment of more than € 350,000
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The software platform
the cloud computing architecture
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The market research prospective A tool that starts today and looking away: «The Shape of Marketing Research in 2021» Journal of Advertising Research March 2011
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Face Emotional Coding: potentialities MR associations are increasing their focus on the themes of neuroscience. Publications and conferences are becoming more frequent and with more concrete and pragmatic approach (ESOMAR link). Some of the most important global companies , like Coca Cola and Unilever, have already decided to use Face Emotional Coding to test their Adv campaigns all over the world. Face Coding can be used not only in the traditional Adv context but also where the Emotional Design is important. Fashion, Automotive, and Web design are some of the areas in which CE can be a useful support to speed up the process of selection of design alternatives. Concerning the usage of Neuroscience approach in the Automotive market, Toyota is now working on a new concept of Product Design Process named Car Clinic 3.0. They are exploring the importance of the emotions generated by various car design elements in the purchase process and the impact of emotional engagement in the Premium Price. Our tool can be potentially used also for the companies which practice Visual Design Tests. In example some Automotive Brands (i.e. Ford, Hyundai, GM) are working with Visual Clinic techniques to anticipate and reduce the costs of the new product development process.
CrowdEmotion the key words
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Coming soon
Remote by web-cam
Eye – Tracking The attentional analysis merged with Emotional impact. Simply, effective, cost-efficent,
…and unique
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The technical leaders Giancarlo: psychologist, a member of the Society of Applied Neuroscience SAN. Psychophysiological , byofeedback and neurofeedback applied to sport champions team and performing arts. 10 years of experience in qualitative and psychological MR studies with a focus on applied neuroscience. Diego: experienced software developer (20+ years), technical leader and software architect, very interested in understanding and solving architecture issues of application of any type and size (client/server, web, distributed), with particular attention to productivity and quality. Worked for many big customers (Gruppo Canale, L'Orèal, Deltatre, UEFA, FIFA). Interested in multimedia, innovation and new technologies.
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Contact Elio Dalprato Mail:
[email protected] Tel: +39 (0)2 992.502.82 Mob: +39 340.005.15.35 Web: www.intelli-go.it intelliGO is member of:
