Emotion

Audience Engagement

Our patented emotion recognition software, also known as “facial coding”, provides deep insight into unbiased emotional responses to digital content.

Emotions Drive Decisions

Every day, people rely on facial expressions to communicate how they think and feel to others. This kind of non-verbal communication is a natural part of our behavior. Realeyes enables brands to tap into how audiences respond to their content.

Marketers know that emotions are a major influence in consumer behavior. The Field, IPA and Gunn Report, “Selling Creativity Short”, stated that awarded campaigns (emotional campaigns) were 10x more efficient than non-awarded campaigns.

Emotional content help create memories, drive impact and motivate action – whether that’s to buy, donate or share. Realeyes enables brands to know the if, why, how and when an emotional connection is made with consumers.

Reporting Human Emotion

Audience responses to content are aggregated and displayed with an attention curve, along with a heatmap ore trace of each emotion metric to diagnose the emotional response. Pivotal rises and falls in attention and emotional engagement are Key Moments, enabling marketers to know what’s driving their creative’s performance.

7 Emotion Metrics

The Facial Action Coding System (FACS), using action units (AU) to categorise human emotions according to changes or movements of the face was developed by Dr Paul Ekman.

Our proprietary artificial intelligence uses FACS,  computer vision and machine learning to decode facial expressions know as emotion recognition. This continual process improves accuracy to the point of interpreting emotions the same way humans do, reporting basic emotions and beyond including Happiness, Surprise, Disgust, Confusion, Fear, Empathy, and Contempt.  

Happiness
Happiness is synonymous with a smile. It consists of the following action units: AU 6+12, which indicate the cheeks raising and the corners of the mouth pulling up respectively.
Surprise
Synonymous with a 'shocked' expression, surprise consists of the following action units: AU 1+2+5B+26, which is a combination of raised eyebrows, eyes wide open (raised eyelids) and the jaw dropping to reveal and open mouth.
Confusion
Confusion is synonymous with a lowering of the brow. It consists of the following action units: AU 4+5+7+23, which is a combination of lowering the brow, raising and narrowing of the eyelids, and a tightening of the lips.
Empathy
Empathy or sadness is synonymous with the classic downturned mouth. It consists of action units: AU 1+4+15, which represent lowered brows but upturned at the inner ends, and the depression of the lips.
Disgust
An expression of distaste, disgust consists of action units: AU 9+15+16, which represents nose wrinkling, the downturn of the lower lip and the corners of the mouth.
Fear
Synonymous with a scared expression, Fear is represented by the action units: AU 1+2+4+5+20+26, which indicate the eyebrows raising or lowering, the corners of the lids raising, the lips stretching and the jaw dropping.
Contempt
Contempt is synonymous with a tightened and raised lip corner on one side of the face. It is a feeling of dislike and superiority over another.
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3 Proprietary Metrics

These three metrics have been derived through our own research and can be used in conjunction with seven basic emotions classifiers to gain deeper insight.

1

Engagement

When a participant has an expressive reaction to a stimulus, they are said to be ‘emotionally engaged’. It represents the percentage of participants who showed any reaction from the entire audience – either at a particular second (second-by-second as seen on the dashboard charts) or at any moment during the test (topline figures). This includes but is not limited to displaying any of the seven basic emotions.
2

Negativity

The percentage of participants showing an emotion classified as negative either at a particular second (second-by-second as seen on the dashboard charts) or at any moment during the test (topline figures). This incorporates the most frequently occurring negative emotions, such as Disgust, Confusion or Contempt.

3

Valence

Valence is a proprietary metric to demonstrate how positive or negative the overall reactions of the audience are. It is, essentially Positive emotions minus Negative emotions, and helps elucidate the emotional “tenor” of the viewing experience. It shows how emotionally dividing the content is for the audience

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I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Maya Angelou

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