Does facial coding generalize across cultures?: A spotlight on Asia

Rana el Kaliouby, Evan Kodra
Affectiva
Pankaj Jha
Millward Brown
Namita Mediratta
Unilever

Introduction

Unilever's challenge: A scalable, global and scientifically valid measure of emotion engagement to ads

Like many Fortune 500 brands, Unilever invests millions in advertising that aims to capture viewers' attention, build brand loyalty, and ultimately drive sales. Key success criteria include the extent ads are emotionally engaging, delivering the desired message, driving branded cut through and persuading the consumer to take action.

To meet this need, marketers increasingly seek ways to measure emotional engagement to augment self-report data and gain insights into ad's emotional impact. This requires technology to capture consumer's natural, unfiltered emotions as consumers interact with content, and to do so globally and at scale. An innovative company, Unilever has embraced facial coding technology from Affectiva to assess viewers' implicit emotion responses to its advertising testing worldwide.