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The Humintell Blog January 31, 2014

Research – Facial Analysis

SubX Lite_Only Pic No WritingAs of January 2014 Affectiva, a facial expression analysis firm renewed its multi-million, multi-year agreement with Millward Brown.  Millward Brown will use Affectiva’s technology in their automated facial coding software that they implement for their Link Clients, which allows them to validate the performance of their advertising and identify strengths and weaknesses.

Graham Page, head of Millward Brown’s consumer neuroscience practice, said:  “The challenge with neuromarketing to date is that it has not been able to operate at the scale and price point that are necessary in the day-to-day market research world. By including facial coding with Link we’re able to make neuromarketing scalable for the first time.”

In a recent blog we touched on the new path advertising is taking to read a person’s emotions, and Brown is using Affectiva’s technology to stay ahead of the competition. With this agreement, Affectiva said that its Affdex automated facial coding “will be standardised in all ad copy analysis” for Millward Brown’s Link test clients.

that can make it possible for technology to read a person’s emotions.  – See more at: http://www.humintell.com/2014/01/advertising-that-knows-how-you-feel/#sthash.fgdcZ6Wa.dpuf
that can make it possible for technology to read a person’s emotions.  – See more at: http://www.humintell.com/2014/01/advertising-that-knows-how-you-feel/#sthash.fgdcZ6Wa.dpuf

How does this technology work?

that can make it possible for technology to read a person’s emotions.  – See more at: http://www.humintell.com/2014/01/advertising-that-knows-how-you-feel/#sthash.fgdcZ6Wa.dpuf
that can make it possible for technology to read a person’s emotions.  – See more at: http://www.humintell.com/2014/01/advertising-that-knows-how-you-feel/#sthash.fgdcZ6Wa.dpuf

Affdex uses webcams to record and analyse a person’s emotional state while they are viewing ad content.  Millward Brown and Affectiva first partnered in 2012. Millward Brown said it conducted more than 3,000 facial coding studies last year, compared to less than 400 the year before.

“It’s been interesting to see that measuring people’s facial expressions in response to an ad seems to be able to capture subtle negative responses that are not necessarily reported elsewhere in Link but which end up being really important to the ad’s success in-market,” commented Page.

 

Filed Under: Nonverbal Behavior, Science

The Humintell Blog January 25, 2014

Analyzing Nonverbal Behaviors

In the interview below by DeCodeur du Non-Verbal on analyzing nonverbal behaviors, Dr. Matsumoto was asked by French body language consultant Romain Collignon, about how he got started in analyzing nonverbal behaviors and expressions of emotion.  See Dr. Matsumoto’s response below.

“As an undergraduate, I was initially interested in how children (ages 3-5) could understand their parents’ emotional states even though they could not understand their words. Therefore I decided to delve into this and do a research a project on how preschoolers can understand emotions expressed in  para linguistic cues and not words.“  This is what started Dr. Matsumoto’s path into the research of Cross-Cultural Communication and Nonverbal Behaviors.

Upon a trip to Japan for Judo training, Dr. Matsumoto ended up collecting additional data on nonverbal cues and when he returned was able to do a cross-culture study on judgments of nonverbal behavior, which he then pursued in graduate school at UC Berkeley and continues to conduct research in today.

“There are some professions where it is very useful to learn about microexpressions because one wants to gain an edge in understanding how a person is actually feeling.  In those professions learning microexpresssions is useful.“

Click here to view the embedded video.

 

To Listen to the Entire Interview click Here.

Filed Under: Nonverbal Behavior

The Humintell Blog January 23, 2014

The Victor’s Stance

hi-judo-anger-852-jpgIn recent years there has been much talk about the stance a winner takes after a competition.  Originally labeled as pride, this “victory” stance has been studied by many researchers.  With the winter Olympics just around the corner it is prudent to note new research findings for the triumphant body language of the victor’s stance.

Time Magazine reports on the new findings from researchers at San Francisco State University that suggest the victory stance may be inherited and that athletes instinctively display this “aggressive dominance” over their opponent.

“It raises interesting questions about the history of sports in general,” says Dr. David Matsumoto, lead author of the study and professor of psychology at the university, “They are rarified forms of competition, and there is something very basic and primal about sports that lends itself nicely to these reactions and keeps them alive.”

Matsumoto became aware of the ubiquitousness of this posture during his years as the U.S. Olympic coach for judo.  “What I saw everyday in training and in competition had nothing to do with pride,” he says. “It’s all about just having clobbered somebody. It’s a sign or signal given to other members of the community who are watching.”

He goes on to note that it’s likely an evolutionary trait, based on a need to express triumph, and dominance – and that it was something instinctive, that athletes weren’t even aware of conscious of doing.

From his previous work, Matsumoto coded these behaviors as expressing dominance rather than pride.  This was due to the fact that pride tends to be more reflective involving more gentle and internally directed behaviors. It also occurs at least a few seconds after the victory.

Dr. Matsumoto and his colleagues to studied video of Olympic judo medal matches and zeroed in on the athletes’ very first reactions after the match was over. CBC News  reports that the researchers reviewed more than 35 athletes from different countries, including congenitally blind competitors in the 2004 Paralympics.  Their report published in the journal Motivation and Emotion, they found that victors consistently engaged in any of a number of dominance behaviors, including throwing their hands up, expanding their chests, shouting, making fists, or pumping the air. The losers in the matches never exhibited such reactions, instead keeping their heads down and averting their gaze from those nearby.

The same effect was documented among Paralympic athletes who were born blind, and never had the opportunity to observe these dominance displays. “This is a phenomenon that is occurring in people all around the world, in people who are blind and never saw it happen,” he says. “There is something wired in us to do that at that particular moment.”

 

Filed Under: Cross Culture, culture

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