iMotions Rolls Out Creative Optimization Platform

Behavioral research specialist iMotions has launched a browser-based research platform called iMotions Online, promising a flexible and efficient way for advertisers, creative teams and insights professionals to test, compare and refine content before launch.

Founded in 2005 and headquartered in Copenhagen, iMotions provides a behavioral research platform used by more than 1,500 organizations around the world, from academic institutions to global brands and healthcare organizations. The software integrates a number of sensors to collect nonconscious emotional, cognitive and behavioral data.

Built for remote use and highly customizable, the new platform combines webcam-based eye tracking, facial expression analysis, respiration monitoring, survey tools, and AI-powered predictive insights in a single online environment. iMotions Online combines verbal responses with nonconscious physiological response to give 'a clearer view of attention, emotion, and engagement, on a moment-by-moment basis that identifies what is working, what is confusing, and what needs to be refined.'

The tool supports three main study types: Predictive AI Benchmarking, for fast, directional feedback without respondents, allowing teams to upload video creative and receive rapid benchmark scores and AI-generated summaries; Media Analytics, for testing and benchmarking video creative with real respondents; and Behavioral Research Online, which supports custom studies combining attention, emotion and physiological response to ads, video, packaging and digital concepts.

The platform taps iMotions' database of more than 100,000 tested video ads, including analysis of more than twenty million faces, for benchmarking of real human emotion and responses. Users can build multi-stimulus studies with randomization, counterbalancing and conditional logic, all without coding; can connect directly to global panel providers; and can analyze results with full data export for SPSS, R, Python, or other preferred tools.

CEO and founder Peter Hartzbech (pictured) comments: 'Advertisers are under constant pressure to make faster, smarter creative decisions with more confidence and less waste. iMotions Online provides a scalable way to do that, from in-depth studies of real human response to highly validated predictive benchmarking powered by the world's largest emotional database. The result is clearer insight into what captures attention, what drives emotion, and what needs to be refined before launch.'

Web site: www.imotions.com .

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