Starting a company from scratch is, by nature, an act of audacity. So think of the companies on Inc.’s 25 Most Audacious list as the embodiment of entrepreneurship: Each one is original, ambitious, and totally uncowed by impossible odds. Of course, how the companies manifest their audacity depends a lot on what business they are in, so we split our search among five broad categories: Design, Marketing, Tech, Social Impact, and Culture.
InsightExpress, a leading marketing research and data analytics firm today announced a partnership with Affectiva, the global leader in emotion measurement technology. With this alliance, Affectiva will provide emotional-response insight to CreativeImpact, InsightExpress’ copy testing solution. By seamlessly integrating Affectiva’s Affdex™ Automated Facial Analysis technology, brands now have the opportunity to further optimize their advertising campaigns with Affectiva's market-leading, quantitative neuromarketing technique.
"Ads that evoke emotions are more entertaining and memorable, but do they really drive product sales? Using Facial Coding to Understand The Relation between Emotional Ads and Sales Effectiveness.
In a recent study, Affectiva's world’s largest data repository ties emotions in ads to real-world sales effectiveness. Using facial coding, their researchers crowdsource emotional responses of 1000+ viewers to over 140 ads in 4 countries and across 4 product categories - distilling sales data associated for each ad. They build and validate models that identify the facial measures and emotion trajectories that are most predictive of sales performance.
Building brands takes means connecting emotionally with consumers, so it would seem like technologies like Affectiva’s, which utilise “big data” approaches to drive branding, all the more relevant for this day and age.
The global leader in emotion measurement technology, is accelerating investment in the Affdex facial expression analysis business in response to strong and growing market demand. As part of the new Affdex growth strategy, the company is discontinuing the Q Sensor™, a wearable biosensor device that measures skin conductance, used primarily by academic and clinical researchers.
Affdex uses Computer Vision and Machine Learning algorithms, developed in partnership with MIT, to detect facial expressions and head gestures obtained from webcams or mobile cameras. It assesses, analyses and interprets the user’s reactions to content to detect the full range of emotions from joy, discomfort and indifference to rapt engagement.
The deal will mean that companies like Heineken and Red Bull will be able to track in real time how users are responding to their advertisements in the wild. That will not only mean taking away the need to run special market research sessions on limited groups of users, but potentially introduces new ways of measuring how effective a video has been, moving away from more traditional online ad metrics like page views and dwell time.
A 3-year-old company takes technology from MIT's Media Lab and applies it to ad testing. Welcome to the future of advertising, where the wisdom of spending a reported $4 million for a 30-second spot in the Super Bowl doesn't have to be left to the imagination of an ad agency's creative team and the honesty of focus groups.
Are advertisers striking the right balance between entertaining and promoting their brands? Could companies entertain less and get consumers to buy?
Neurogaming is set to disrupt the gaming industry and transform the gaming experience over the next 5 yrs. Companies, like Affectiva, are using a variety of techniques such as analyzing facial expressions, to understand emotional reactions within the game design process.