Face Value:
The Power and Promise of Emotion from Video
Marian Bartlett, Ph.D.
Co-Founder and Lead Scientist, Emotient
Research Professor, University of California, San Diego
Copyright 2015 Emotient, Inc. Proprietary and confidential.
November 2015
Ad & Media Testing with an Online Panel - Carl’s Jr. Ad
Copyright 2015 Emotient, Inc. Proprietary and confidential.
The Emotional Journey & Branding Moment
Men
Women
20
20
Mean intensity
Branding
Branding
Joy
Anger
Anger
0
Seconds
Copyright 2015 Emotient, Inc. Proprietary and confidential.
Joy
30
0
Seconds
30
Emotions Drive Decisions
EmotionandDecisionmaking
Fastvalueassessment
“Gutresponse”
Seymour &Dolan2008
Copyright 2015 Emotient, Inc. Proprietary and confidential.
Sept 2015
Predicting Consumer Behavior
EmotionandDecisionmaking
Large Consumer Packaged Goods
Manufacturer
•
•
Focus Group Offered Three
Scented Detergents
Option to Bring One Home
Facial Expression Predicted
Selection, Survey Findings Did Not
Copyright 2015 Emotient, Inc. Proprietary and confidential.
Sept 2015
Early Amusement - Focus Group
Early amusement distinguishes top
and bottom shows from a TV network
Emotion Predicts Consumer Behavior
Increase in emotional engagement in
first moments of show predicts
Nielsen ratings better than survey.
Survey
Emotional Engagement
r = -0.24
Nielsen Rating
Nielsen Rating
r = 0.94
Emotient Media Panel - Online Panel Surveys
MediaReports
Emotions by second
20
Mean Intensity
Branding
Moment
0
Seconds
15
Emotient Media Panel - Online Panel Surveys
Emotient Media Panel - Jim Parsons Craft Services
Emotient Media Panel - Online Panel Surveys
Surprise
• Interest
• Increased
information
absorption
• Memorability
Mean Intensity
Initial surprise
At Intel
they have
technology
…
Time (seconds)
Emotient Media Panel - Online Panel Surveys
Focus
• Concentration as
“use your face as
password” idea
sinks-in.
Mean Intensity
Focus
• Darwin’s “Muscle
of Concentration”
(pause)
…that lets you use your
face as your password.
Time (seconds)
Emotient Media Panel - Online Panel Surveys
Joy
• Rises again when
monster uses the
product.
• Branding at highest
joy.
Mean Intensity
• Joy rises at joke.
• Emotion thematically
linked with message
“face as password.”
Increases memorability
for message.
That is one
secure
password!
Time (seconds)
This is
where it all
changes
Emotient Media Panel - Online Panel Surveys
Fear
• Showed fear to
monster
Mean Intensity
Insight on viewers who
disliked the ad
That is one
secure
password!
Time (seconds)
Natural Contexts
Where customers interact naturally
with products and media
Crowd Analytics
Copyright 2015 Emotient, Inc. Proprietary and confidential.
Crowd Analytics & Audience Response
Ability to accurately measure emotion & demographics for crowds is unparalleled
• Multi-face
capability
• Single Camera
• Emotions &
demographic data
• Attention &
engagement
• Scale
Fast, Scalable, Cost Effective – Audience Response or Crowd Analytics
Copyright 2015 Emotient, Inc. Proprietary and confidential.
• Speed
Sept 2015
Emotient Analytics Example - Republican National Debate
• Recorded
expressions of 60
people as they
watched debate
live
• Called winner the
same night. Polls
took 3 days
• Results predicted
later polls
Copyright 2015 Emotient, Inc. Proprietary and confidential.
Emotient Analytics Example – Republican National Debate
Emotion moments by candidate
• Audience emotion predicted
national poll change better than
survey
• Survey said Rubio won, but polls
showed Trump by a landslide 3
days later
• Trump evoked the most audience
emotion
Copyright 2015 Emotient, Inc. Proprietary and confidential.
Emotient Analytics Example – Republican National Debate
• The emotions Trump evoked were Fear, Surprise, and Joy
• Predicted later poll results
Fear Moments
Copyright 2015 Emotient, Inc. Proprietary and confidential.
Joy Moments
Real-WorldPhysicalEnvironments
Mobile devices
Focus groups
Online panels
Dynamic crowds
Classrooms
Driver monitoring
20
• Measure emotions quickly, cost-effectively & objectively
• Anywhere, any setting, ‘in the wild’
• New insights to drive high-value decisions
Emotions Drive Spending. Emotion Analytics from Video
Copyright 2015 Emotient, Inc. Proprietary and confidential.
Sept 2015
Emotient Media Panel - A less successful ad
Emotient Media Panel - A less successful ad
Joy
Early drop in joy
• Jim remains in profile
• Cluttered background
Mean Intensity
• At the DMV
“At Intel, they have technology
that can scan you in 3D…
Time (seconds)
Emotient Media Panel - A less successful ad
Contempt
Contempt
• “Big Brother?”
Mean Intensity
• At DMV
“At Intel, they have technology
that can scan you in 3D…
Time (seconds)
Emotient Media Panel - A less successful ad
Surprise
• Expectation
violation
Mean Intensity
Surprise as Jim makes
joke
“Here’s
my other
good
side…”
Time (seconds)
Emotient Media Panel - A less successful ad
Joy and Disgust
• Disgust also rises.
• Disgust peaks at
branding moment.
Mean Intensity
• Joy rises but not as
high as other ads.
Disgust
Joy
Branding
moment
Time (seconds)
Emotient Media Panel - A less successful ad
Disgust
• Disembodied rotating
head.
Mean Intensity
• Rise in disgust during
product demo
(3Dhead
demo)
Time (seconds)