Live 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
The LoveStats Blog 
[…] The Myth of 70% Emotive Accuracy” rel=”nofollow” target=”_blank” – The LoveStats Blog […]