Profiting From the Seven Deadly Sins of Marketing - Sensory Logic

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at Qualitative360 North America 2014 1-3 April 2014, Toronto, Canada This event is proudly organised by Merlien Live Check out our upcoming events by visiting http://qual360.com/

Business

APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners

© 2014. All Rights Reserved.
Profiting From the Seven
Deadly Sins of Marketing
Dan Hill, Ph.D., Sensory Logic, Inc.
Qual360 North America

© 2014. All Rights Reserved.
SENSE – FEEL – think- DO
2
©Sensory Logic 2013

© 2014. All Rights Reserved.
History of Facial Coding
1872
• Scientific Theory:
Charles Darwin
– Universal
– Spontaneous
– Abundant
• Theory Refined:
Paul Ekman, Ph.D.
– 43 facial muscles,
express universal core
emotions
• Business Inventor:
Dan Hill, Ph.D.
– Pioneer in using facial
coding to create
emotional metrics
– U.S. Patent Portfolio
Science Psychology Business
1965 1998

© 2014. All Rights Reserved.
History of Facial Coding
2005
2009-2011
Which tool will have the most transformative
impact on MR?
“The reviewers felt that neuroscience
suggests that neurological methods
(fMRI)and facial coding are best suited
to assess the emotional valence of
viewer reactions”
- The ARF NeuroStandards
Collaboration Project
2011
2010

© 2014. All Rights Reserved.
Goal #1: Accuracy
Have you never been lied to?
“worked great” “it’s powerful”

© 2014. All Rights Reserved.
Do you know what your consumer is saying?
• “It’s easy to know what it’s coming with. And I definitely like the free
shipping.”
• “It evokes a sensation of peace.”
• “Somebody’s got your back. Why couldn’t it be your banking
institution?”
• “It’s easy to know what it’s coming with. And I definitely like the free
shipping [Joy].”
• “It evokes a sensation [Sadness, Frustration, Anxiety]of [Frustration,
Sadness] peace.”
• “Somebody’s got your back. Why couldn’t it be your banking
institution? [Skepticism, Contempt, Sadness, Frustration, Anxiety]”
“Sentiment analysis from a piece of software is about 56% accurate”
– that’s without considering humor or slang,
according to London’s Metropolitan Police

© 2014. All Rights Reserved.
Q & A
Dan Hill, President
dhill@sensorylogic.com
1 - (651) 224-7647
www.sensorylogic.com
Q&A

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Facial expression is a major area for non-verbal language in day to day life communication. As the statistical analysis shows only 7 percent of the message in communication was covered in verbal communication while 55 percent transmitted by facial expression. Emotional expression has been a research subject of physiology since Darwin’s work on emotional expression in the 19th century. According to Psychological theory the classification of human emotion is classified majorly into six emotions: happiness, fear, anger, surprise, disgust, and sadness. Facial expressions which involve the emotions and the nature of speech play a foremost role in expressing these emotions. Thereafter, researchers developed a system based on Anatomic of face named Facial Action Coding System (FACS) in 1970. Ever since the development of FACS there is a rapid progress in the domain of emotion recognition. This work is intended to give a thorough comparative analysis of the various techniques and methods that were applied to recognize and identify human emotions. This analysis results will help to identify proper and suitable techniques, algorithms and the methodologies for future research directions. In this paper extensive analysis on various recognition techniques used to identify the complexity in recognizing the facial expression is presented.

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Profiting From the Seven Deadly Sins of Marketing - Sensory Logic

1. APRIL 1-3, 2014 TORONTO

2. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners

5. © 2014. All Rights Reserved. History of Facial Coding 1872 • Scientific Theory: Charles Darwin – Universal – Spontaneous – Abundant • Theory Refined: Paul Ekman, Ph.D. – 43 facial muscles, express universal core emotions • Business Inventor: Dan Hill, Ph.D. – Pioneer in using facial coding to create emotional metrics – U.S. Patent Portfolio Science Psychology Business 1965 1998

6. © 2014. All Rights Reserved. History of Facial Coding 2005 2009-2011 Which tool will have the most transformative impact on MR? “The reviewers felt that neuroscience suggests that neurological methods (fMRI)and facial coding are best suited to assess the emotional valence of viewer reactions” - The ARF NeuroStandards Collaboration Project 2011 2010

8. © 2014. All Rights Reserved. Do you know what your consumer is saying? • “It’s easy to know what it’s coming with. And I definitely like the free shipping.” • “It evokes a sensation of peace.” • “Somebody’s got your back. Why couldn’t it be your banking institution?” • “It’s easy to know what it’s coming with. And I definitely like the free shipping [Joy].” • “It evokes a sensation [Sadness, Frustration, Anxiety]of [Frustration, Sadness] peace.” • “Somebody’s got your back. Why couldn’t it be your banking institution? [Skepticism, Contempt, Sadness, Frustration, Anxiety]” “Sentiment analysis from a piece of software is about 56% accurate” – that’s without considering humor or slang, according to London’s Metropolitan Police

10. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners

11. APRIL 1-3, 2014 TORONTO

Profiting From the Seven Deadly Sins of Marketing - Sensory Logic

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