CREATING
EMOTIONAL
EXPERIENCES
THAT
ENGAGE,
INSPIRE, &
CONVERT
Presented by
Tim Llewellynn
(CEO & Co-founder)
Agenda
Agenda and About nViso
Primer on Emotions and Decision Making
Measuring Emotions on the IBM SmartCloud
Case Study - Interactive Marketing
About nViso
11/03/13 Copyright nViso SA 2013. All rights reserved.
Software and Technology Startup
(based in Switzerland, founded in 2009)Spin-out from EPFL
(key academic partners in neuroscience)
Best-in-class Facial Imaging Technology
(owns and develops all properiatary algorithms)Emotions Role in Decision Making
Conscious
Associative
Non
Conscious
Fast
Intuitive
Instinctive
Below the Surface
Slow
Analytical
Deliberative
“Thinking is the
hardest work there is,
which is probably the
reason why so few
engage in it.”
In IT Terms : Thinking is Slow
11‘000‘000 bits / s
Emotion in the Next-Generation HCI
Swiss The National Centre of Competence in Research (NCCR)
“IM2 – Interactive Multimodal Information Management”
researches interaction between humans and computers.
35Million
CHF
invested over last 10 years.
www.im2.ch
Face
Speech
Head
Gesture
Touch
Body Pose
E
MOT
ION
The Facial Nerve : The Link to the Brain
Difficult to measure areas :
– Emotion (amygdala)
– Long Term Memory (hippocampus)
What can be measured :
– Facial expressions
– Involuntary micro-expressions
– Head and eye movements
– Blood flow (heart rate)
From Great Artists to Scientists
Facial Coding : Ekman
happiness
surprise
fear
anger
disgust
sadness
Universal expressions of emotion
Facial Action Coding System
nViso 3D Facial Imaging Software
11/03/13 Copyright nViso SA 2013. All rights reserved.
Artificial intelligence
precisely detects facial muscles
Facial muscles movements
encoded based on FACS
Machine learning system
decodes facial behavior
Software maps 143
points in the
image directly to
facial muscles
Mix of Emotions
(Heineken : Walk in Fridge)
Course of time
0% 50% 100% 150% 200% 250% 300% 1 s ec 2 s ec 3 s ec 4 s ec 5 s ec 6 s ec 7 s ec 8 s ec 9 s ec 10 sec 11 sec 12 sec 13 sec 14 sec 15 sec 16 sec 17 sec 18 sec 19 sec 20 sec 21 sec 22 sec 23 sec 24 sec 25 sec 26 sec 27 sec 28 sec 29 sec 30 sec 31 sec 32 sec % C ha ng e o f E m ot ionWas Drop Expected?
(channel switching)10
Brand Impact
(measure of brand)30
Peak Expected?
(branding moment)Measures Reaction To Marketing
Videos
Concepts
Images
Designs
Smell
Real-time analysis
Second-by-second
7 emotion measures
Summary measures
The Face as a Sensor
Emotion
Attention
Gestures
Behaviours
Ap
plic
at
io
n An
aly
tic
s
3D Face Model
Identity
Emotion Analytics on the Cloud
nViso as a Developer Platform
CO
NS
UM
E
R
BU
SI
N
ESS
Develop Emotion Apps
developer.nviso.net
Case Study I :
Interactive Marketing
Cinemax
Hunted's 'Byzantium Tests'
11/03/13 Copyright nViso SA 2013. All rights reserved.
Case Study III :
Virals Ads
Measuring Drivers of Successful Viral Ad
Campaigns
Virals Ads – Why do we care?
Do viral ads yield actual business results?
Are emotional ads more effective than
cognitive ads?
Most recent work :
Wharton University of
Pennsylvania Study 2011 : Professor
YORAM
Example
Selection of the Ads
Analysis of Content Categories
Superbowl
Call to action
Cause
Co-creation
Mascot
Creative
Children
Animals
Celebrities
Humor
Cute
Sex
Rational appeal
Emotional appeal
Facebook Likes
Twitter Followers
Regression
Only 4 variables significant
–
Creative
–
Surprise
–
Cute
–
Emotional
These results in 60 out of the 73 (82%) viral to be above
the “best” cutoff and 52 out of 73 (71%) non-viral
11/03/13 Copyright nViso SA 2013. All rights reserved.
Implications
Passive measurement of key drivers of Viral Ads
– Overcomes issues of “rationalised” response
– Keeps surveys relevant in rich media age
– Makes emotional measurement scalable,
measurable and ultimately – much
more
predictive
Improve targeting and content selection
– Understand key segments reacting
– Understand scenes driving reaction
