How Facial Coding helps to Optimize Communication: Emotions as strong predictors of communication effectiveness for FMCG

Alicorp, the consumer goods company, used the brain theories System 1 and 2, and facial coding tests to understand how to make their ads more effective in Peru.


Developing successful communication is becoming more and more difficult every day, particularly because people are exposed to an exponential number of stimuli, which makes them block out everything they do not consider relevant for their survival and/or more intrinsic needs. However, in order to help brands and their communications succeed in their business objectives, new technologies and theories about how people make decisions are being developed. First of all is the neuroscience development allowing a better understanding of how the brain works. For example, exploring the now well-known brain systems, one intuitive (System 1) and the other deliberative (System...

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