SKIMspiration London presentation: Bridging the emotional and rational truth
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When choosing and reacting to stimuli, like new products, videos, packages, webpages, people may react rationally, emotionally, or with a combination of both responses. Understanding the chain of rational and emotional reactions is critical for marketing and for effective interaction with the consumer. In market research, we measure both, but hardly ever in conjunction and the rational often dominates. The new standard will be set by a combination of both. Dirk and Debora shared examples in which advanced methodologies for generating rational insights are combined with measures of emotional reactions via facial recognition or eye tracking. They shared what evokes emotional reactions and how consumers rationally argue their choices. For more presentations from SKIMspiration London, visit www.skimspiration.com/downloads.
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SKIMspiration London presentation: Bridging the emotional and rational truth
- 1. expect great answers Bridging the emotional and rational truth Share your thoughts online: Dirk Huisman, Debora Corfield #SKIMspiration
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- 4. Mood Emotional Temperament Disposition Behavior Motivation Rational Behavior 4
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- 8. Assessing emotional reaction: Stimulus -association / pictograms / scales Stimulus assessing brain activity Stimulus assessing facial reactions Eye tracking, mouse tracking Assessing rational reaction: Stimuli observing choices (max diff) on dimensions Stimulus clicking likes/dislikes, triggers/barriers 8
- 9. The test (stimuli) Video Max Diff + Clickable package (eye track) rotating visual stimuli Facial recognition Facial recognition Facial recognition 9
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- 12. Conclusions and recommendations • Facial recognition is a valid method to measure emotions and to link emotional reactions to dynamic stimuli. • For static stimuli the method is less effective (fine tuning needed) and design improvements needed • Blurring the stimuli with rational components should be prevented • Static stimuli are currently better analyzed using eye tracking, clickable triggers, max diff scaling and associations because it generates more robust data and more actionable insights 12
- 13. Next Experiment (N=40, May 2013) Tests Methods Goals Testing Commercial Eye-tracking • What elements evoke emotion? Show commercial + Emotional recognition • What elements drive brand brand recollection / brand value assessment Max diff recognition / value? Ad: Tachistoscope • Does the tachistoscope test Eye-tracking match with what people look at? • Does mouse tracking match with Eye- & Mouse-tracking eye-tracking? Heat maps Clickable Ad Emotional recognition • Is emotional recognition suitable for still images? 13
- 14. • In the future observation and interviewing from a distance will become more common and we also expect is a further integration of qualitative and quantitative studies. Here facial recognition will play an important role so we continue the development program “emotions” 14
- 15. contact us or follow us online! Dirk Huisman | Chairman Debora Corfield | Director SKIM London d.huisman@skimgroup.com d.corfield@skimgroup.com +31 10 282 3561 +44 208 222 7701 Share your thoughts online: #SKIMspiration
Notas del editor
- What Debora and I want to talk about today is a test we conducted to help us understand how we might bridge the emotional and rational truth. The test is based on a program called Emovision, a program to measure emotional reactions based on changes in facial expressions. The next test will be based on Facereader 5, another program and we will combine the facial recognition with eye tracking so you can combine the reactions with the detail of the stimulus the consumer was looking at. This does not mean there is a causal relation, but at least we know more .
- Every day we process the information of a milion stimuli. We are loaded with and tired of stimuli, still we react to it. You as marketers want to influence the reaction. In order to do so you want to know how the stimulus evokes a reaction and how you might influence it. The stimuli you want to manage are in glossies, on billboards, on the Web and social media, but also
- On a shelf, in a Web shop, or using the product enjoying the ride in your cabrio. Every consumer processes a million stimuli and as markeeter we want to manage the perception and the processing of these stimuli in our favor.
- A stimulus, whether it is an ad in a glossy or on tv, a new product, a new package, or a virtual shelf it is a trigger that can activate a chain of reactions A variety of processes in the brains may be activated. How these processes in the brain precisely function is less of relevance for us marketers at this stage. What is of relevance is that fundamentally there are two different chains of reactions. Rational and emotionalA stimulus triggers rational reactions. A rational action may be taken, because it leads to a “valued” goal. People trade off, they weigh, they sum. They cross plusses and minusses and act upon it. That is what we capture in our choice models. The underlying assumption is people act rational in order to realize a valued goal.Today I do not want to talk about assessing and analyzing rational behavior, you know we have some experience, but I want to focus on the top partEmotional reactions are processed completely different: The stimulus triggers that hormones are released, neurotransmitters are activated, receptors switched etc.) , often unconscious. Emotions influence mood, temperament, dispositions and emotions is often the driving force behind motivations. And as you know motivations drive behavior. You as marketers want to influence behavior. In order to do so you want to know how the stimulus evokes a reaction and how you might influence it. You want to know, what will the impact of your action be. So you act rational and ultimately you want to bridge emotionally triggered behavior and rational behavior.Emotional process are more complex to explain and also the link to specific behavior is conditional, often indirect and more complex to validate or generalize. Rational behavior may be almost as complex, but because our decision making rules are more rational it is more natural to link rational processes to behavior and to consequences of your decisions. The schools of conjoint analysis, discrete choice modeling and max diff scaling are based on rational processes.
- There are different ways to asses emotional activities or to assess if emotions are evoked and which ones are triggered. Facial recognition is one of them and we focus in our program on facial recognition because camera recording will be standard; we will interview on line, via lap top or Ipad; we show stimuli, videos, pictures, virtual shelves, websites and we record the reaction. What does it mean recording reactions? Debora will briefly explain Assessing emotions. How facial recognition works:We register the micro contractions of many points in the face.Calibrating –tracking muscle movements– algorithm – delta is emotions – there are 7 basic emotions Link stimuli to reactions
- You tube JoeriWhat do you do with it
- We know emotional reactions lead to motivations and motivation leads to behavior so assessing emotions is important. That is why we started a test with the intention to develop a program how to bridge the rational and the emotional truth.Measuring rational and emotional reactions is different. What is common is that you have to design an experiment and control the stimuli. What is common is that you have to observe behavior and reactions. What is common is that you have to prevent rationalizing behavior.With regard to emotions the traditional way of measuring is using association and pictograms or emoticons to reflect emotions. Also you can also ask to describe feelings and associations. Advocating g this process is that you can mix emotional and rational reactionsNeuroscience and methematics have boosted the development of new methods to measure emotions or emotional reactions. To path or nowadays 2 high ways to measure emotions are visible 1 Assessing brain activities (which part of the brain are activated) an how does it translate into emotions and 2 assessing the changes in the facial muscles. Humans employ the same muscles when expressing a particualr emotion. So a muscular feedback from a facial expression, characteristic for a certain emotion, reflects the experience of that emotion. IN our test we used the traditional methods and facial recognition
- Test: video – questions – package designs(eye tracking / clicking likes dislikes) - dog pictures
- Dog video generated emotional reactions like movie.Package evaluation. Mainly Neutral or puzzled (rational process) but during typing you saw emotions because she was blindly typing, (others were looking down, so no reaction at allIntersting was the distortion. Show movieEyetracking should generated same as clickable components of package and heat maps. Partly true but depends on screen (scrolling). But limited emotional reactions so here the max diff exercise on evaluating on dimension i.e. like most / least was most effective and generated more insightsDog pictures triggered more reactions than during the rational biased excecises, less puzzled. But reaction were vague still unclear rotating pictures do not tell a story
- Static less emotional than dynamicStatic ad versus dog picture (just a picture) blurred stimuli (rational and emotional) reactionsStatic stimuli are currently better analyzed using eyetracking, clickable triggers, max diff scaling because it generates more robust data and Facial recognition is a valid method to measure emotions and to link emotional reactions to stimuli. These stimuli need to be dynamic. Insights generated are the optimization of the stimulus. Apart from tool improvements (internet proof) and the further development is most effective in expanding the analytics and linking it to behavior For static stimuli the method is less effective (fine tuning needed) and design improvements neededBlurring the stimuli with rational components should be preventedStatic stimuli are currently better analyzed using eye tracking, clickable triggers, max diff scaling because it generates more robust data and more actionable insights
- In the future observation and interviewing from a distance will become more common and more important. What we will also expect is a further integration of qualitative and quantitative studies. It will be hybrid. In that trend more will be recorded including the facial expressions and eye tracking enabling to bridge the emotional and rational truth. more actionable insights