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Emotions Matter!

Part 1

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Fear = Freezing

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Moving Beyond Won’t or Can’t Say

3

95% of mental activity is

subconscious.

What % of mental activity is

subconscious?

Thoughts &

Self-reported

Feelings

Intuitive

Emotions

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SENSE – FEEL – think- DO

4 ©Sensory Logic 2012

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Brain Exchange: 10x Ratio

5

Emotional

Rational (10%)

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Testing Issues

71% 44% 0

10

20

30

40

50

60

70

80

Not Pre-tested Pre-tested

Effectiveness Success Rate %

“Cases with favorable pre-testing results

did significantly worse in market than those that were not tested.”

Binet and Field,

Marketing in the Era of Accountability, 2007

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The Future of Marketing

7

Information

Talking Points

On-Message On-Emotion

Feeling Points

Satisfaction

20th

Century

21st Century

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Step Closer… Step Ahead.

sensory emotive

non-verbal

conscious

verbal

rational

subconscious

rational

verbal

conscious

Traditional Economics Behavioral Economics vs.

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QUANTIFYING EMOTIONS:

FACIAL CODING

Part 2

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Mona Lisa

10

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Mona Lisa

11

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“Lie to Me”

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History of Facial Coding

1872

• Scientific Theory: Charles Darwin

– Universal

– Spontaneous

– Abundant

• Theory Refined: Paul Ekman, Ph.D.

– 43 facial muscles,

express universal core

emotions

• Business Inventor:

Dan Hill, Ph.D.

– Pioneer in using facial

coding to create

emotional metrics

– U.S. Patent Portfolio Science Psychology Business

1965 1998

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History of Facial Coding

2005

2009-2011

Which tool will have the most transformative

impact on MR?

“The reviewers felt that neuroscience suggests

that neurological methods (fMRI)and facial

coding are best suited to assess the emotional

valence of viewer reactions”

- The ARF NeuroStandards

Collaboration Project

2011

2010

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Sales Correlation to Super Bowl TV Spots

Electroencephalography (EEG)

Facial Coding

USA Today .0003

EEG .232

Facial Coding .6112

Seventeen automotive TV spots were

analyzed over the past 3 years.

Rating

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FROM FLEETING TO ENDURING:

PERSONALITY

Part 3

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The Problem

In general, “evidence indicates

that demographic measures,

outside of education, are not an

accurate predictor of consumer

behavior.”

Sales/Marketing Management (11/09)

Only 15% of major companies surveyed derive real value from

creating segmentation typology.

(Marakon 2006)

Only 6% of marketers have

excellent knowledge of customers, 51% have fair to little

knowledge.

(CMO Council 2008)

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Solution: Big 5 Traits Model

“Surprisingly, most marketers have

no idea how well the Big 5 can

predict consumer behavior. The Big 5 predict attitudes, values, self-

concepts, and motivations.”

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Myers-Briggs Inadequate

19

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The Elements

20

“The fifth element is mud.”

-Napoleon Bonaparte

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Male Version: Big 5 Examples

Openness Conscientiousness Extraversion

Agreeableness Neuroticism

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Female Version: Big 5 Examples

Openness Conscientiousness Extraversion

Agreeableness Neuroticism

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Traits by State

• States that vote Democratic tend to be higher on openness and extraversion, vs. conscientiousness for Republicans

Neuroticism Openness

Extraversion

Source: Gosling, Snoop: What Your Stuff Says About You

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White vs. Wheat Bread

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White Bread Supporters

0%

0%

13%

0%

0%

7%

23%

21%

29%

7%

0% 50% 100%

True Smile

Robust Smile

Weak Smile

Micro Smile

Surprise

Skeptical

Dislike

Sadness

Frustration

Anxiety

Emotional Profile

13%

87%

1 – White Bread Traditionalists 2 – White Bread Neutralists 0%

4%

15%

0%

1%

4%

39%

5%

27%

6%

0% 50% 100%

True Smile

Robust Smile

Weak Smile

Micro Smile

Surprise

Skeptical

Dislike

Sadness

Frustration

Anxiety

Emotional Profile

20%

80%

Traditionalists exhibit 2x more sadness than any of the other three segments. Meanwhile, the Neutralists are notable for showing 1/3rd more dislike than any other segment.

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Whole Wheat Supporters

0%

6%

0%

0%

6%

12%

10%

0%

55%

12%

0% 50% 100%

True Smile

Robust Smile

Weak Smile

Micro Smile

Surprise

Skeptical

Dislike

Sadness

Frustration

Anxiety

Emotional Profile3 – Healthy Whole Wheaters 4 – Sophisticated Whole Wheaters

12%

88%

0%

36%

9%

0%

0%

0%

21%

9%

18%

6%

0% 50% 100%

True Smile

Robust Smile

Weak Smile

Micro Smile

Surprise

Skeptical

Dislike

Sadness

Frustration

Anxiety

Emotional Profile

45%

55%

The Healthy Whole Wheaters are most notable for having 2x more frustration than any other segment. Sophisticated Whole Wheaters, in contrast, are all about enjoyment.

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SUMMARY

Part 4

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Facial Coding: Big Micro Data

• Walmart’s transaction

databases – 2.5

petrabytes

• 40 billion Facebook

photos

• Amount of digital

information increases 10x

every 5 years

28

• Walmart’s transaction

databases – 2.5

petrabytes

• 40 billion Facebook

photos

• Amount of digital

information increases 10x

every 5 years

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And Then You and the Client Can Be (Really) Smiling

True Fake Fake Fake True

Fake True Fake True Fake

Fake Fake True True True

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Go Deeper Than Online Behavior or Social Media Chatter

30

Emotions

Personality

Traits Values

Immediate

Lifetime

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