For marketing professionals it has always been a challenge to evaluate how impactful is the marketing content before mass launch i.e. does it evoke the desired emotions, what are the most engaging videos, images etc.
The challenge with evaluating digital marketing content by asking customers is that they can’t describe reliably how they felt and what made them feel this way. On the other side, digital experiences are all about where do the eyes gaze for fractures of a second, what do they see first, second (i.e. what’s most intuitive), how long it takes them to “do the job”. These are all things that could be measured but are hard to recall and compare. But there is something more, what emotions do customers feel going through the experience?
Today you no longer have to rely on customer surveys and just take them on their words…
Now their emotions could be measured in an authentic way and in real time through Facial Emotion Recognition.
How could Facial Emotion Recognition can be used?
In Marketing:
- You can measure consumer reactions to marketing content such as commercials, videos, copy, etc. This will allow marketeers and content creators to pick up the most impactful content, optimize the lenght of the video, how and where to end, which content to show to which audiences etc.
In Retail:
- Analyze authentic customer emotions (without having to ask customers and in real-time)
- Analyze the different store/showroom areas
- Evaluate customers’ response to different stimuli/products
In Digital Experiences:
- Analyse digital customer experiences (mobile apps or web interactions)
- Evaluate test products / experiences