Editorial Content

Any written, visual display or other presentation of information that is posted or published, online or offline, that is designed to educate, inform or entertain an audience. Editorial content is often used to distinguish it from paid or sponsored materials.

Electrocardiography (ECG)

A measurement of the heart’s electrical activity. In media and market research, ECG is most commonly used to derive heart rate  as an indicator of emotional engagement or cognitive effort . Also referred to as “Electrocardiography (EKG).” See also “Biometrics.”

Electroencephalography (EEG)

A direct, non-invasive, and safe technique used to measure multiple dimensions of the brain’s electrical activity in one or more regions. This method is used to derive key measures of information processing such as emotional engagement (see “Emotions”) and memory activation (see “Memory”). These measures are used for evaluating creative concepts, TV-radio-print-internet advertising, video-print-email promotions, packaging, in-store displays and point-of-sale materials, sensory studies (such as food/beverage consumption) and evaluating brand associations.

Electromyography (EMG)

A measure of the electrical activity produced by skeletal muscles. In media and market research, EMG is most commonly a direct quantification of facial muscle activity often used as an alternative to camera-based solutions and software that measure facial muscle activity in the evaluation of emotional expression (see “Facial Action Coding Systems (FACS)”). Also referred to as “Facial EMG/Electromyography.”

Email Marketing

A type of marketing outreach consisting of sending email messages to customers and prospects.

Emotion Analytics

Research that measures or describes emotional states or reactions in terms of observational methods (such as neuroscience or facial coding) or with subjective, self-reported experience.

Emotion Recognition

Methods for identifying emotions using observational or neurometric measures, rather than direct questioning. These methods may use facial and physical cues or voice inflections to infer a person’s emotional state.

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