Why do some ads get shared more than others on social media? This study used facial coding algorithms to quantify the facial expressions of thousands of individuals in response to video ads. The findings help advertisers predict how different emotions influence sharing, and provide a deeper understanding of the complexities between emotion and transmission.
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This event was suggested by the ARF’s LA Media Research Council in the aftermath of the poor performance of last November’s election polls. Council members felt that the discussions about polling could impact trust in consumer and media research and that we should explore what research suppliers are doing to implement Best Practices. Research Quality has always been a key issue for the ARF. Most recently, an ARF event about the November polls found that while some issues are unique to political polling, many impact all survey research, for example, obtaining representative samples while response rates are declining, validity of responses, and predicting behavior and attitude trends.
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