Powerfully passive: Pre-testing TV programmes with biometric measurements

This paper explores the use of EMO Scan, a software-based facial expression recognition tool, as the core passive measurement tool to test a TV program, focusing on the emotional response to the stimuli.

Powerfully passive: Pre-testing TV programmes with biometric measurements

Alice He, Qun Ge and Ashok SethiGFK Custom Research and Jiangsu Broadcasting Corporation

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Introduction: Evolving passive biometric measurements to test stimuli

Emotions are of increasing concern when testing marketing stimuli

Emotions are tightly linked to memory. Positive emotional experiences and encounters are etched more easily in the consumer memory, leading to a higher likelihood of preference and purchase of the brands.

Traditionally television held a kind of monopoly for brands wanting to engage the consumers emotionally. Brands had few other alternatives –...

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