nViso explores emotions of Asian consumers

Based on nViso’s proprietary 3D Facial Imaging technology, the syndicated study AsiaEmotion directly measured emotional response to advertising in five key Asian markets.

nViso’s technology automatically records emotional response based on facial expressions of respondents. This allows researchers to scientifically measure respondent’s real reaction to a video without requiring questions or complex research techniques. AsiaEmotion looked at reaction to 75 “everyday” ads to ascertain what advertising styles, messages or imagery seemed to really be effective.

“This is a completely unique, forward looking report that will help advertisers and agencies make better ads. We bust a few myths about how advertising in Asia works and let clients directly see what really appeals in Asia. By using nViso technology in this way we are moving from the traditional ‘rear-view mirror’ approach, and effectively reinventing ad research”, commented Richard Burrage, MD of Cimigo.

Alastair Gordon, Managing Partner at Gordon & McCallum noted that “Clients who have seen early results have been blown away by the realism and depth of interpretation possible from facial imaging analysis. AsiaEmotion showcases the strategic possibilities of facial imaging and demonstrates that scientific emotion research can be much more than a simple diagnostic add on to standard ‘disaster check’ type ad-tests”.

Characterising AsiaEmotion as putting “consumer emotion back at the centre of discourse between ad agencies, advertisers and researchers”, Gordon says the report has particular relevance to agencies, because it provides clear evidence of the opportunity to use creative approaches to improve consumer engagement in Asia.

For details on the study see www.asiaemotion.com