rheingold deepEmotions combines qualitative understanding and implicit, objective emotion measurement and is thus predestined for advertising effectiveness research - especially as a pretest. The tool combines TAWNY's emotion analytics based on state-of-the-art AI and deep learning ('Newcomer in Market Research award 2022' by planning&analysis) with rheingold's deep psychological analysis.
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The emotion recognition technology is optimized for remote research with typical stimuli and recognizes very subtle reactions.
"Automatic facial expression recognition" by the webcam is also combined with eye tracking in TAWNY.
High arousal - the subjects' level of activation - throughout the presentation is a reliable indicator of assertiveness. The consumer does not switch off.
Is the brand well recognized and perceived? Do people learn something new about the brand and is it charged or developed in a positive way?
Strength and expression of the emotion as a benchmark for the actual advertising impact (arousal & valence, surprise, joy, sadness or anger). Advertising that is emotionally moving generates buying impulses and positively charges the brand.
In the qualitative analysis, the (secret) message of the spot is determined. What is communicated about the brand and product, does the target group feel addressed, are the goals from the briefing achieved?
In the detailed analysis, it is worked out how well the product is perceived. Are the benefits and reasons for use understood and are they relevant and attractive?
The overall analysis based on both methods enables targeted and consumer-relevant optimization of advertising media as well as online content.
We have developed a sprinter package especially for advertising pre-tests, which can be carried out quickly and inexpensively:
7- 8 working days after field start you will receive a report with all essential KPIs and dedicated recommendations for optimization, which we will be happy to discuss with you in a presentation.
For all other questions, especially in the areas of UX, online communication, online customer journey and online customer experience, we are happy to work with you to develop a customized research design in which emotion analytics and qualitative exploration methods are optimally coordinated.
