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Agile Computing Authors: Liz McMillan, Yeshim Deniz, Elizabeth White, Pat Romanski, Andy Thurai

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Onderzoeksbureau GfK breidt communicatie-onderzoek uit met facial coding

Onderzoeksbureau GfK lanceert een nieuwe mogelijkheid voor het meten van reacties van mensen op communicatie-uitingen. De gevalideerde methode, genaamd EMO Scan, registreert de emotionele expressies van respondenten via hun webcam. Deze ‘passieve’ manier van meten (de respondent hoeft geen vragen te beantwoorden) brengt in kaart hoe mensen signalen van adverteerders onbewust verwerken. EMO Scan, dat als module wordt geïntegreerd met communicatie-onderzoek, levert diepgaande inzichten op in de verwerking en de effectiviteit van de communicatie-inspanningen en maakt het mogelijk om campagnes beter te optimaliseren.

Nathalie Mandavit, Global Director GfK Communication Efficiency: "Het unieke van facial coding is dat het de ongefilterde, gevoelsmatige reactie van mensen vastlegt, zonder dat hij of zij de kans krijgt om eerst na te denken (waarbij iemand dan weer kan worden beïnvloed door bijvoorbeeld sociale wenselijkheid). Deze methode is essentieel voor het testen van communicatie-uitingen omdat veel signalen in de media door mensen juist onbewust of met lage aandacht worden waargenomen en verwerkt. Door respondenten alleen vragen te stellen over een communicatie-uiting krijg je dan niet de hele waarheid op tafel. EMO Scan maakt het mogelijk om deze unbewuste beïnvloeding wel te meten. In combinatie met communicatie-onderzoek levert dit een veel completer beeld op van de response op een campagne”.

EMO Scan kan wereldwijd worden toegepast en won in 2012 de Innovatieprijs van de BVM, een Duitse vereniging voor markt- en sociaal-wetenschappelijk onderzoek.

EMO Scan is gebaseerd op de continue wetenschappelijke en technische samenwerking tussen

GfK Verein, GfK SE, Fraunhofer Instituut voor geïntegreerde schakelingen (IIS) en CISA - het Zwitserse Centrum voor Affectieve Wetenschappen aan de Universiteit van Genève, onder leiding van professor Klaus R. Scherer, professor in de psychologie.

Voor meer informatie, bezoek www.gfk.com of volg GfK op Twitter: www.twitter.com / gfk_en

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