rheingold deepEmotions®

Rethinking Advertising Research -
Emotions as the fuel of action

rheingold deepEmotions®

Rethinking Advertising Research - emotions as the fuel of action


Understanding and measuring emotions

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 Emotion Analytics tool from TAWNY in action. The software analyzes facial expressions as well as eye movements, concluding user's emotions.

This is how rheingold deepEmotions® works:

Emotional Recognition

The Emotional Recognition technology is specially optimized for remote studies with typical stimuli and recognizes very subtle reactions.

Automatic facial expression recognition

"Automatic facial expression recognition" by the webcam is also combined with eye tracking in TAWNY without any additional devices and can learn movement patterns.

In-depth interviews

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.

Advantages of rheingold deepEmotions®

Emotion measurements

deepEmotions® has the advantage over other implicit emotion measures in that it is more direct, natural, evident, and valid.

depth psychological analysis

Through our deep psychological analysis, rheingold deepEmotions® delivers far more information, KPIs and more targeted optimization than conventional methods.

State-of-the-art AI and Deep Learning

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.

Areas of application:

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.

Classic communication

  • Moving image
  • Storyboards
  • Animatics
  • Print motifs
  • Packages
  • Verbal Concepts

Online communication

  • User Experience
  • Online Customer Journey
  • Websites
  • Apps
  • Social media
  • Online stores

Central KPIs of rheingold deepEmotions®



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?

Emotional Involvement

Emotional Involvement

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.

State-of-the-art AI and Deep Learning


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?

Product presentation

Product presentation

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?

Optimization possibilities

Optimization possibilities

The overall analysis based on both methods enables targeted and consumer-relevant optimization of advertising media as well as online content.

rheingold deepEmotions® packages - the ideal basis for controlling consumer behavior in the network

rheingold deepEmotions® Sprinter

rheingold deepEmotions® Sprinter

We have developed a sprinter package especially for advertising pre-tests, which can be carried out quickly and inexpensively:

  • 12 rheingold videoInterviews®
  • N=100 Emotion Analytics

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.

rheingold deepEmotions® Custom-Made

rheingold deepEmotions® Custom-Made

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.

Stephan Urlings

Stephan Urlings, graduate psychologist, is Managing Partner and Head of International Research.

Phone: +49 221-912 777-18
E-mail: urlings@rheingold-online.de

Contact the rheingold institute