Tuning into TV ads: How emotion research transforms our understanding of advertising in Asia

Alastair Gordon
Gordon & McCallum, New Zealand
Joe Wheller, Vuong Manh Giang
Cimigo, Vietnam
Winnie Yeung
Cimigo, Hong Kong


Neuroscience, biometrics, and facial imaging are increasingly being adopted in market research to supplement or replace conventional survey methodologies. This paper investigates the applicability of one of these methods, facial imaging, in the Asian context. The research reported here is based on a collaborative study undertaken by Gordon & McCallum (an international research consultancy), Cimigo Ltd. (one of Asia's leading brand and market research agencies) and nViso SA of Switzerland (a technology company specializing in emotion science).