rheingold deepEmotions® combines qualitative understanding and implicit, objective emotion measurement, uniquely qualifying it 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 planung&analyse) with rheingold's in-depth psychological analysis.
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The Emotional Recognition technology is specially optimized for remote studies with typical stimuli and recognizes very subtle reactions.
"Automatic facial expression recognition" by the webcam is also combined with eye tracking in TAWNY without any additional devices and can learn movement patterns.
The stimuli are explored and analyzed in detail in parallel by means of in-depth interviews. The insights gained in this way are incorporated into the joint detailed analysis of the face reading parameters with TAWNY.
The software can be used on the end device of the test persons at home in their natural environment. They do not feel like test subjects at all, but sit in front of the screen with webcam as usual, where they also consume advertising in everyday life.
deepEmotions® has the advantage over other implicit emotion measures in that it is more direct, natural, evident, and valid.
Through our deep psychological analysis, rheingold deepEmotions® delivers far more information, KPIs and more targeted optimization than conventional methods.
Our partner TAWNY has perfected this process through cutting-edge AI and Deep Learning, and incorporates its experience into the collaborative analysis of examination data.
deepEmotions® provides benchmarks for implicit and objective advertising effectiveness measurement, as well as inspiration for innovative, consumer-relevant and thus effective marketing.
rheingold deepEmotions® is predestined for the comprehensive measurement, analysis and optimization of moving images, storyboards, animatics, print motifs and packaging in particular.
It also offers a previously unattained psychological understanding of online offerings. In contrast to conventional methods on the market, both UX in the sense of usability is examined, as well as the psychological and emotional impact of the pages. This provides an ideal basis for controlling consumer behavior on the web.
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.