Keynote: “Good Enough” – The Myth of 70% Emotive Accuracy by Dan Hill, CEO, SensoryLogic #ISC2015 #MRX


MRALive blogged from the 2015 MRA Insights & Strategies Conference, June 3-5, 2015 in San Diego. Any errors or bad jokes are my own.

  • Self-report has its limitations
  • In the New York Times, men report 1.6 billion condom uses per year but only 400 million are sold annually
  • 95% of mental activity is subconscious
  • It’s not just lying, it’s what people can’t tell you
  • Self-reported information can be lip service, filtered input
  • Emotional metrics include recall, call to action, preference, satisfaction, loyalty
  • We have a sensory brain, emotional brain, and rational brain
  • Emotional brain is 10 times more active , emotional responses have 5 times more quickly than cognitive responses
  • Consumers are well informed but not rational well informed
  • 20% of adults in the western world are functionally illiterate and have no real command of the English language. [and yet we write the longest most complicated surveys and expect everyone to answer them perfectly]
  • Dial data – there is a time delay, do we assume that if someone doesn’t move the dial it is the same affect as the last time the dial was moved – “padding” the data
  • Once dial data gets to a certain level, it doesn’t change even though people might be really bored
  • It’s difficult to get someone to understand something when his salary depends on not understanding it – think TV ratings
  • The last five seconds of a tv spot is tough territory because people know they’re getting a sales pitch at that point. It needs a really clever hook.
  • Facial coding vs self-report correlated 12% for cognitively filtered feelings
  • Athletes show a lot of fear, they remember the fear of losing. Do guys self-report fear? Very rarely, I’m tough, I’m a road warrior.
  • EEG measures cognitive load, attention, and arousal. Correlates highly with IQ.
  • [so conclusion, every research method has flaws.]
  • Recall the TV show “Lie to me” – scientist could tell when people were lying even if they didn’t speak
  • Charles Darwin new that emotions were universal, spontaneous, abundant – blind people emote the same way as everyone else, it is hardwired. Social display rules vary – expressions may be shorter or longer. Otherwise same by gender, religion, culture, etc.
  • Dan wrote “Emotionomics” – for the business investor
  • Automated coding is still probably only 34% accurate. Automation over reports because of random noise
  • Unless they’re faking it, full emoting of happiness doesn’t last longer than 4 seconds.
  • Software can’t pick up micro-expressions – like when you’re bored with someone but you’re still smiling
  • Tilting your head can change the automated scoring completely unrelated to the emotion
  • When the mouth moves as you talk, reliability of software declines
  • 70% is perceived as commercially viable since 90% sounds like a lie and 60% sounds bad. But the software just isn’t there yet.
  • Linking verbatims to emotions provides solid insights – you might say something but not really mean it – reasons aren’t causes
  • There is no ‘lying’ muscle in the face J
  • Could not code Michael Jackson because of too much surgery [sounds like a way to get around facial coding!]
  • Automation is prevalent now but it is buyer beware

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