Nuremberg, 21 February 2013 - GfK has integrated EMO Scan, its award-winning biometric measure of emotional response, into its market-validated ad testing system. Available globally, EMO Scan gains consumers’ permission to use their own webcams, to track their facial movement in real time as they view advertising. See a demonstration of EMO Scan here.
“Our system is unique because it reads peoples’ authentic emotional response to advertising using an exposure environment that is not forced” says Nathalie Mandavit, Global Director of GfK Communication Efficiency. “A low involvement viewing experience is absolutely essential to capture people’s spontaneous reactions to the advertising creative, unaffected by influences from an artificial environment. This means that we can deliver outstanding sensitivity in our measure of emotional response – which, when fully integrated with a person’s claimed emotions towards an ad, significantly boosts our clients’ success in optimizing their advertising creative.”
GfK is currently expanding the EMO Scan platform, adding new measures for recognizing human emotions and covering additional research applications.
EMO Scan won the 2012 Innovation Prize from the BVM, the German association for market and social research. It is the commercial outcome of fundamental research efforts which are part of an ongoing scientific and technical collaboration between GfK Verein, GfK SE, Fraunhofer Institute for Integrated Circuits (IIS) and CISA – the Swiss Center for Affective Sciences at the University of Geneva.
GfK is one of the world’s leading research companies, with more than 12,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK’s sales amounted to €1.37 billion.
To find out more, visit www.gfk.com
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About GfK Verein
GfK-Nürnberg e.V. was established in 1934 to promote market research. Its membership consists of approximately 600 companies and individuals. The purpose of GfK-Nürnberg e.V. is to carry out basic research, to promote the training and further education of market researchers and to regularly produce studies to be made available to the membership. With a 58% stake, GfK Verein is the majority shareholder of GfK SE.
More information: www.gfk-verein.com
About CISA – Swiss Center for Affective Sciences
The Swiss Center for Affective Sciences, directed by Prof. Klaus Scherer and Prof. David Sander, is one of the 28 National Centers of Competence in Research (NCCR) established by the Swiss federal government and hosted by the University of Geneva. It is the first research center worldwide dedicated to the study of emotions and their effects on human behavior and society. More precisely, the Swiss Centre for Affective Sciences investigates how emotions are elicited, expressed, perceived, and regulated, as well as how emotions help people deal with their social relationships. Special emphasis is being placed on the application of research findings as well as joint fundamental research activities with public- and private sector organizations. Web site: www.affective-sciences.org
About Fraunhofer Institute for Integrated Circuits (IIS)
Founded in 1985, Fraunhofer Institute for Integrated Circuits IIS in Erlangen, Germany, ranks first among the Fraunhofer Institutes concerning headcount and revenues. More than 750 employees conduct contract research for industry, the service sector and public authorities. The budget of more than 95 million Euro is mainly financed by projects. Less than 25 percent of the budget is subsidized by federal and state funds. As the main inventor of mp3 and universally credited with the co-development of AAC audio coding standard, Fraunhofer IIS has reached worldwide recognition. Another pioneering research field is electronic imaging. Image acquisition and pattern recognition technology are key elements of automated quality assurance, production automation and medical engineering - Fraunhofer IIS develops the required intelligent image sensors, high speed cameras systems and technology for ultra-fine focus X-ray computer tomography. More information: www.iis.fraunhofer.de