GfK Integrates Facial Analysis into Ad Testing System

GfK has integrated its 'EMO Scan' facial expression measure into its existing ad testing system, to help clients understand consumers' spontaneous emotional response to advertising.

EMO Scan - the winner of last year's Innovation Prize from German market and social research association BVM - biometrically measures people's facial movements via webcam technology, to gather their moment-by-moment emotional reaction to ads.

Nathalie Mandavit (pictured), Global Director of GfK Communication Efficiency, says the system provides a uniquely natural reading of emotional response to ads, because exposure to them is not 'forced'. She comments: 'A low involvement viewing experience is absolutely essential, to capture people's spontaneous reactions to the advertising creative. This means that we can deliver outstanding sensitivity in our measure of emotional response - which, when fully integrated with a person's claimed emotions towards an ad, significantly boosts our clients' success in optimizing their advertising creative'.

GfK is currently upgrading the EMO Scan platform with new measures for recognising human emotions.

Web site: www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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