Facial Imaging #Eso3D #esomar


This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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Facial imaging
The new face of online survey research
Alastair Gordon & David McCallum, Gordon & McCallum, New Zealand & Australia
Matteo Sorci & Tim Llewellyn, nViso SA, Switzerland

  • People are down on market research right now. [What? Who said that? Who are these people!?]
  • There are universal emotions across all cultures. [Alastair just showed them all. Ask him to do it for you!]
  • Recognizing emotions is a software issue. The reaction takes place in 100 ms, the expression comes in 500 ms. [Try me. Put a nanaimo bar in front of me.]
  • [I’m loving Alastair’s New Zealand accent!]
  • Embed facial tracking in a survey just using a webcam. [Very neat illustration of software with a cool chartjunk running chart]
  • [Buzzword Bingo: in the cloud!]
  • Respondent task: turn on your webcam, watch some ads. done. [Stunning. Can surveys beat that? Absolutely not!]
  • Beer ad clearly showed interest and build for men and drops for women. [Can the imaging see me sleeping during a beer ad?]
  • Bank ad – even a tiny local bank was able to generate better response than the name brand ads. Can even see a drop in happiness when the logo of an unliked brand is displayed. [I would love to see a real case of imaging aligning with the ads. Video please?]
  • [Squiggly line chart – that is the technical name for a complicated spaghetti and meatball chart ]
  • Linchpin moments – where something suddenly changes – people suddenly like or unlike something in an ad
  • Baby milk ad – people didn’t like the image of a fetus inside the mother. Instant drop in happiness. [These are some great examples. I just want a live demo now!]
  • This overcomes problem of rational response, which we know isn’t always accurate. [If you’re knew to his accent, tisting=testing 🙂 ]
  • [Cool!]
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