Poker face revealed: Using facial analysis to uncover deeper levels of emotional insight
In 2019 we will be hosting a series of webinars covering market research innovations which have value in healthcare. In the first part of this series we demonstrate how we've been using facial analysis to delve further into respondents' reactions to healthcare communications.
Does your expression give you away? According to psychologists, a lot of emotional information can be drawn from our facial expressions. Brief, involuntary flashes of emotion or 'micro-expressions' can reveal a lot about a person’s true feelings. As market researchers interested in the emotional responses driving people’s attitudes and behaviours, this information is invaluable but can often be difficult to obtain. One of the latest innovations in market research is facial analysis, which uses recognition software to detect a range of emotions in faces.
EphMRA round up 2018
Last month, EU Directors Angela Duffy, Richard Head and Dan coffin attended the EphMRA annual conference in Basel.
The conference kicked off with a fascinating and very personal keynote paper by Ian Talmage, Senior Advisor to Bayer Global Strategic Marketing, on the magnitude of changes our industry has faced over the years, reflecting upon the future landscape, where changes are likely to be and the challenges that sit ahead. This set the underlying tone for the conference, with many papers focusing on technology, behavioural science, patient engagement, data analytics, and collaborative approaches to optimising and enhancing insights.
EphMRA Annual Conference 2018
Visit us on stand number 20
We are delighted to be presenting, exhibiting and sponsoring the EphMRA Annual Conference in Basel, from 26-28 June. Representing Research Partnership at the event are Senior Director Angela Duffy, Director Richard Head, and Associate Director An-hwa Lee.
How facial analysis was used to evaluate the emotional impact of a disease promotion campaign
Our client had developed a visual and emotion-invoking, online disease awareness campaign aimed at challenging physicians’ current perceptions of treatment. Research was required to understand physicians’ reactions to the campaign (rational and emotional) and whether it would have the desired effect of increasing use of their treatment in the future, to help encourage the client’s local operating companies to adopt and roll out the campaign.
Emotional Recognition using Facial Analysis
Do you have a poker face or does your expression give you away? According to psychologists, a lot of emotional information can be drawn from our facial expressions, which is valuable to us as market researchers as we are interested in the emotional responses driving people’s attitudes and behaviours. We recently partnered with a tech company called Affectiva which has analysed over 5 million faces and 24,000 adverts to understand how people respond to digital stimulus such as advertising, websites and apps. Our client wanted to understand physicians’ response to communications materials designed for a disease awareness campaign, so their technology was ideal for the project’s objective.