Digital Qual and Facial Coding:

Fusing High Tech Tools

DEBBIE BALCHCEO / Founder

Elevated Insights

STEVE AUGUSTCIO

FocusVision

3

The Richness of Qual

Qual evolved

The age of algorithms

New ways to measure are emerging

Joining in the SandboxTo Optimize Advertising

Merging Technologies for Truth

Ad’s Goal: Generate emotions, build brand regard, & create social media buzz

4 Animatics were “in play” Needed to decide which ad idea to fully develop

Team desired both emotional and rational reactions

Desired one-on-one, in-home reactions

No group think, can let their guard down

Explaining the approach

Yet need the first reactions – feel the intensity and explain the emotion

Respondents let their guard down at home – we heard many tears and were able to understand their source

Facial coding – whenFusion – what and why

Note: Not Actual Respondents(Their images are protected for privacy.)

Emotional roller coaster was explained

Fusion highlighted what was driving the

peaks and valleys.

Suppression of tears would have been misinterpreted as dislike.

Dislike curve

Linked spike in concentration to a point of misunderstanding

Helped prevent over-reaction

Attention curve

Optimized ad received over 1 million views and 25,000 shares

Ad performed well & built brand regard