Agile Computing Authors: Liz McMillan, Pat Romanski, Elizabeth White, Dana Gardner, Andy Thurai

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A GfK promove o sucesso da comunicação com a sua inovadora aplicação de codificação facial

A GfK integrou o EMO Scan, a sua ferramenta premiada de avaliação biométrica da resposta emocional, no seu sistema de testes de comunicação já validados pelo mercado. Disponível globalmente, o EMO Scan solicita a permissão dos consumidores para utilizar as suas webcams, com o objectivo de avaliar os seus movimentos faciais em tempo real enquanto estes vêem uma peça de comunicação.

"O nosso sistema é único porque lê a autêntica resposta emocional dos indivíduos à comunicação utilizando um ambiente de exposição não forçado", diz Nathalie Mandavit, Global Director of GfK Communication Efficiency "Uma experiência de visualização de baixo envolvimento é absolutamente essencial para captar as reacções espontâneas das pessoas à criatividade publicitária, não afectada por influências de um ambiente artificial. Isto significa que conseguimos atingir uma sensibilidade excepcional com a nossa ferramenta de avaliação da resposta emocional - que, quando totalmente integrada com as emoções declaradas pelos indivíduos relativamente a um anúncio, aumentam significativamente o sucesso da optimização da comunicação dos nossos clientes".

Actualmente a GfK está a expandir a plataforma EMO Scan, acrescentando novos canais biométricos e adicionando novas aplicações de pesquisa.

O EMO Scan ganhou, em 2012, o Prémio Inovação da BVM, uma associação Alemã de pesquisa social e de mercado. Este é o resultado operacional de uma colaboração técnica e científica em curso entre a GfK Verein, a GfK SE, o Fraunhofer Institute for Integrated Circuits (IIS) e a CISA – Swiss Center for Affective Sciences da Universidade de Genebra, chefiada pelo Professor Klaus R. Scherer, Professor de Psicologia.

Para saber mais, visite www.gfk.com ou siga a GfK no Twitter: www.twitter.com/gfk_en

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