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“Working with one of the world’s largest providers of greeting cards, we have been able to predict actual sales performance (+/-10%) in 16 out of 19 cases using a combination of metrics from the Attention Tool® and cognitive attributes. Being able to measure the Emotional Response in an easy and affordable way is therefore an important development for the Consumer Insight Research industry."

News - Emotion Module

Study made by iMotions eye tracking software Attention Tool® and Emotion Module, commissioned by the Institute of Promotional Marketing in UK, found that the highest levels of excitement were in response to the most commercially successful deals.

Telegraph.co.uk   Globle and Mail   thestar.com   metro.co.uk

Proof Of Concept

For POC, Attention Tool®’s Emotion Metrics technology is compared  Vs traditional methods to measure emotions such as Galvanic Skin Response (GSR) and Self Assessment Manikin (SAM). Results indicates that Attention Tool® technology measures emotional arousal as good as, or even better than the GSR and the SAM whilst being completely non-intrusive, objective and easy to use.

Attention Tool® Emotion Module

 

Measures the intensity of the sub-conscious emotional impact (Arousal) the image produces on the viewer. Proprietary patent pending algorithm. Good for all type of still images.

 

 

 

Emotional Activation

Intensity level (1-10) of the emotional impact (Arousal) produced by the image. It measures Average level and 95% Confidence.

 

Comparison Matrix

Pairwise comparison of Emotional Activation (Arousal) across stimuli to know if they are significantly similar or not.


Notes on Emotional Activation

When testing emotional activation it is important to accept the premise that the result does not say why the result is what it is. You will have to interpret the result. Drivers of emotional activation can be:

1. Relation - the segment has a strong relation to a brand/product/advertisement

2. Content - the contents of the stimulus contain arousing components: explicit sexual/implied sexual, etc.

3. Gestalt - the contents create a gestalt, association to something else which is arousing.

4. Novelty/sensitisation - the segment has not been exposed to a brand / product / advertisement before and react to the new stimulus, because its new.