GfK has integrated EMO Scan, its award-winning biometric measure of
emotional response, into its market-validated ad testing system.
Available globally, EMO Scan gains consumers' permission to use their
own webcams, to track their facial movement in real time as they view
"Our system is unique because it reads peoples' authentic emotional
response to advertising using an exposure environment that is not
forced" says Nathalie Mandavit, Global Director of GfK Communication
Efficiency. "A low involvement viewing experience is absolutely
essential, to capture people's spontaneous reactions to the advertising
creative, unaffected by influences from an artificial environment. This
means hat we can deliver outstanding sensitivity in our measure of
emotional response - which, when fully integrated with a person's
claimed emotions towards an ad, significantly boosts our clients'
success in optimizing their advertising creative."
GfK is currently expanding the EMO Scan platform, adding new measures
for recognizing human emotions and covering additional research
EMO Scan won the 2012 Innovation Prize from the BVM, a German
association for market and social research. It is the commercial outcome
of an ongoing scientific and technical collaboration between GfK Verein,
GfK SE, Fraunhofer Institute for Integrated Circuits (IIS) and CISA -
the Swiss Center for Affective Sciences at the University of Geneva,
headed by Professor Klaus R. Scherer, Professor of Psychology.
To find out more, visit www.gfk.com or
follow GfK on Twitter: www.twitter.com/gfk_en
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