Recognizing and measuring emotions has long been the subject of scientific research. They play a central role in market and consumer research in particular. Why is that the case? Emotions are at the heart of human experience. Emotions control our social behavior, they determine our decision-making and thus have a major influence on our daily lives. We explain how Emotion AI, emotional artificial intelligence, works and how TAWNY tests videos with Emotion AI.
Emotion AI? Exactly!
Emotional artificial intelligence, or emotion AI, is part of the field of affective computing. This is a technology that automatically recognizes and classifies human emotions. Let’s look at this in detail:
Emotion measurement with Emotion AI from TAWNY
All you need for emotion measurement with Emotion AI from TAWNY is a camera. With your own webcam, tablet or smartphone, the start-up TAWNY brings the lab into your living room, bus or workplace. Or anywhere where people experience and consume digitally and where you can create and test videos with emotional artificial intelligence.
Analysis with TAWNY Emotion AI technology recognizes facial movements, examines and classifies them for various patterns and assigns them to specific emotions. This approach is described by the Facial Action Coding System (FACS for short) and is based, among other things, on Paul Ekman’s “Theory of Basic Emotions” (1978). These basic emotions include joy, anger, surprise and sadness. In addition, TAWNY also provides information about the intensity of the various emotions as well as their valence and activation/arousal. With these dimensions, all emotions can be categorized in the so-called Affect Grid (Russel, 1980). Another unique feature is that TAWNY can provide information about the stress level of a test subject by determining an approximation of the heart rate via the camera image.
What are the advantages of using Emotion AI?
TAWNY technology gives you unprecedented insights into your customers’ emotional user experience. In contrast to traditional market research approaches, the results of emotion analysis via camera are unbiased: They are neither subject to the self-assessment of test subjects nor to the influence of a laboratory environment. This is because the video is tested directly and the reactions at that moment are analyzed directly.
“Tawny is next generation media testing”
Christian van den Brincken
Managing Director, Ströer
While previous digital survey methods only allow an assessment before and after testing, TAWNY’s algorithms determine users’ emotions moment by moment. This not only allows the emotional journey of the users to be mapped, but the Emotion AI also makes it possible to aggregate and compare the results of different test subjects in a scalable manner. And of course this not only makes user testing faster, but also cheaper.
How is TAWNY’s Emotion AI used?
TAWNY’s Emotion AI can be used in many different areas. However, the technology is particularly suitable for testing various video and advertising formats. Of course, the technology is also ideal for testing digital user experience. Whether desktop, mobile or tablet: the required setup is already provided with the integrated camera. And in this context, there are no limits to the use of technology. By measuring emotions in real time, the technology is just as suitable for interactive formats as it is for all the test scenarios mentioned.
Test videos with Emotion AI
But step by step. Because TAWNY has developed a video test with full focus on your advertising videos, which provides information about the advertising effectiveness of your spots in a short time. Regardless of the length or target group of the video, the TAWNY Video Test examines the emotional impact of your advertising format.
The test is based on the psychological interaction of System 1 (affective, fast perception) and System 2 (cognitive, slow thinking) according to Kahnemann (2011). This principle states that human decisions are influenced by these two systems. With the combination of implicit emotion measurement through the Emotion Analytics technology and a classic “explicit” self-report questionnaire, TAWNY examines both systems and thus enables a holistic picture of the emotional experience of your target group.
The moment-by-moment analysis also allows the so-called “dramaturgical arc of suspense” of a commercial to be depicted. This provides insights into another psychological phenomenon: the peak-end rule (Fredrickson & Kahnemann, 1993). This is because the human brain (for the sake of simplicity) stores not only the lows and highs of an experience, but also the final moments – the “peaks” and the “end”. In our fast-moving world, however, it is also important to make an immediate impact and attract the customer’s attention as quickly as possible. That’s why TAWNY adds an emotional hook to this approach in the model! Et voilà: the Hook-Peak-End model.
Test video and get emotional insights
Want to get these exciting insights for your own videos? It couldn’t be easier for you. This is because the “digital lab” allows both the recruitment of test subjects (e.g. via the segments in Aivie or an open panel) and the recording of responses to be fully automated. All you have to do is provide your video and define your target group. TAWNY then offers you a quick and easy-to-understand overview of the most important emotional aspects of your video, as well as an evaluation of key advertising KPIs.
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