Leveraging intuitive, emotional data more fully by Dan Hill #CASRO #MRX


Live blogging from Nashville. Any errors or bad jokes are my own.

– are you a purist or pragmatist about quality? [i like to think i’m both. you know what’s right. do it right. i don’t see why that’s so difficult]
– why do we need a revolution? maybe self-report doesn’t always work. men report using 1.6 billion condoms, women 1.1 billion condoms per year. but companies only sell 600 million per year. [hmmmm… who to believe :)]
– 95% of our behaviour is subconscious. how are surveys doing in this area?
– 95% of water below the waterline of the titanic is what sank it
– not everyone can be honest with themselves, not everyone understands why they do things, not everyone wants to be honest with you or themselves about why they do things
– you cannot think your feelings, you have to feel your feelings
– self-reported information is always filtered
– emotional metrics are subconscious – recall, call to action, preference, satisfaction, loyalty
– it’s not simply left brain, right brain. the emotional brain sends 10 times as much to the other side as it receives
– you can’t rewire the human brain. we are closer to homer simpson than Spock
– you can ASK when people are engaged during a commercial or you can measure each second
– in a commercial, people turn off in the last 5 seconds when it turns to the sell job [pay attention conference presenters]
– when people are asked to move a dial to show how they’re feeling, they forget to move the dial. that’s not very accurate
– people are particularly bad at sharing opinions about negative feelings.
– charles darwin did work on emotions – emotions are universal, even blind people across cultures has the same facial expressions, face is spontaneous and fast as the muscles are attached directly to the skin, we have more facial muscles than anywhere else on the body
– theory refined by Paul Ekman, matched emotions to specific muscles
– believes facial coding in 3 years will be good enough and ready to go [i’ll take that bet🙂 ]
– fMRI brain scans were the closest to their manual facial coding. automated facial coding isn’t there yet
– 40% of time during commercials have no reportable emotion. really, it’s not as interesting as the birth of your child.
– best joke of all time, you might laugh for 4 seconds
– political campaigns are the energizer bunny of fake social smiles
– people will say they are happiest for 12 seconds but that’s just not reality
– surprise and anxiety often go together
– need self report, we need all the data we can get and self report is about as good as other data right now
– there are many things that people won’t tell you, perhaps you can see it in their face

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