Tuning into TV ads: How emotion research transforms our understanding of advertising in Asia
Alastair GordonGordon & McCallum, New ZealandJoe Wheller, Vuong Manh GiangCimigo, VietnamWinnie YeungCimigo, Hong Kong
Introduction
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...