neuro/biometrics

• Targets & Segments
• Article

The Future of Qual

• by Danielle Zito (Ipsos), Young Pros Officer

In 2022 the ARF Cultural Effectiveness Council conducted 18 in-depth interviews (IDIs) with senior research executives via Teams and Zoom to understand how the 'Future of Qual' would evolve with rapidly changing qualitative methods and the urgency across industries to understand cultural shifts. Council members Chloe Stromberg of LinkedIn and Anne Kaplan of Paramount, who worked on this project, presented what the Council learned from these interviews. Their presentation was followed by a panel discussion with a mix of Council members (Tony D’Andrea of General Mills and Tristan Marra of GLAAD) and culture-savvy researchers outside the Council (Danie Hemsley of Cassandra and Kendra Clarke, former Senior Director, Head of Experience Research and Design, Core Technologies at Twitter), led by Council Co-Chair Janelle James of Ipsos. The presentation and discussion focused on how qualitative research is evolving, how it can overcome its challenges —particularly those related to diversity and cultural understanding—and best practices for conducting qual research, moving forward.

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How Managing Creative Attention for Brand Growth Can Drive Outsized Outcomes

• Posted: June 13, 2023

Max Kalehoff of Realeyes discussed what can happen when you manage for creative attention to further bridge the gap between media and creative. Realeyes uses a model based on NCS’s model on contributors of campaign outcomes to calculate how media and creative attention lead to quality exposures and brand impact. Realeyes also leans into facial coding via webcam to measure human attention on video creative—how it is captured, retained and encoded. To apply the creative efficiency to a nominal CPM, Realeyes ran a simulation study of 42 YouTube ads across seven CPG cleaning brands. They found that creative efficiency determines up to 3X delta in quality exposure share. The study also identified what moves the needle on creative attention and efficiency in CPG.

New Lenses on Brand Identity

• Posted: June 7, 2023

This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.

• Research & Data Quality
• Article

ATTENTION 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

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Unlocking Reach in Premium Content

• Posted: June 2, 2023

NBCU’s Mike Levin and Emily Kwok tested brand safety in premium video content from a viewer perspective in their research using NBCU’s proprietary AI tech for automating brand safety and suitability decision making. The study’s three objectives asked whether increasingly violent episodes influence viewers’ experiences, if they then assign blame to marketers for knowingly advertising in explicit or violent content, and if there are specific instances where adjacency affects viewer sentiment towards an ad.

Putting Cinema in the Frame

• Posted: June 2, 2023

Lumen has a comprehensive attention dataset for most media about visual attention, yet cinema was missing. How much attention goes to cinema advertising? The comparison between media is important. Clients have been asking to complete the picture—how to “put cinema in the frame”?

Let’s Face It: Facial Coding Isn’t Up to the Task

• Posted: June 2, 2023

There are limitations in terms of measuring the emotional impact of video. Facial expressions are powerful. Neuroscience has proved that special parts of our brain is dedicated to faces. Development psychology also demonstrates the power of facial expressions. Consumer neuroscience also demonstrates the importance of faces. The question is whether Facial Action Coding System (FACS) is the best tool to measure consumers emotional response when viewing ads?

Using Attention AI to Predict Real-World Outcomes

• Posted: June 1, 2023

Mars and Realeyes prove connection between creative attention and sales performance. Mars’ Agile Creative Expertise (ACE) tool tracks visual attention and emotion responses to digital video ads. Visual attention AI and facial coding measures how long participants watch a video and how their attention changes as they watch. Proven this model to work—optimizing content, lifting sales up to 18% in 19 markets, $30 million in ad optimizations in 18 months.

In-Home Psychophysiological Television Measurement

• Posted: June 1, 2023

How to measure attention? This presentation introduced MindProber—a tool that includes biometrics, physiology, conscious/dial AND survey methods to assess attention. MindProber measurement is passive—second by second emotional engagement is measured through electrodermal activity (EDA), aka galvanic skin response (GSR) and also active—measures cognitive response via an optional feature to indicate like/dislike content through app. N= 1,500 and growing to 3,000 by end of year.

Why Visual Attention is a Flawed Measure of Attention

• Posted: June 1, 2023

Because of the complexity of attention, Duane Varan proposes to focus on inattention and regard attention as absence of inattention. Attention is the threshold above which the cognitive processing of stimuli occurs. It is not linear; it’s best understood as occurring above a threshold (inattention) after which other variables can deliver their value. There are many different kinds of attention, and the different measures capture the different types of attention. Inattention, on the other hand, is a constant construct.