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Advertisement creativity assessment using facial analysis: Facial Compass

Supporting the production of resonating advertisements

By analyzing the intuitive facial expressions at the time the viewer views the advertisement, in addition to evaluation by asking questions using a conventional questionnaire sheet, INTAGES’s evaluation of advertisement materials can let you observe those reactions which are more like the ones they would make at the time of the broadcast. You can use the evaluation to improve your advertisement materials.

What is facial analysis?

Based on a branch of study (FACS theory) which analyzes what kind of emotion the person is experiencing based on their facial muscle movements.
INTAGE uses it mainly for the evaluation of advertisement materials such as TV commercials or website video clips. In addition, we are now using it in other areas as well.

For the software to analyze the facial expressions, we use ‘FaceReader’ from Noldus Information Technology of the Netherlands.
Since it’s possible to detect the movement of 500 points of facial expression muscles, you can detect even subtle changes in the facial expression of Japanese people who, they say, show few changes in facial expression.

As this research just records the facial expressions using a camera while the subject is viewing the advertisement, compared with other non-verbal methods of research, it puts less of a burden on the subject, making it possible to conduct it at a lower cost. It allows you to conduct quantitative research.

How to use Facial Compass

INTAGE’s facial index easy-to-understand and specifically used for the evaluation of advertisements

Instead of employing the seven facial expressions proposed in the FACS theory, we developed INTAGE’s own unique facial expression indexes for the evaluation of advertisements.
We multidimensionally evaluate the advertisement based on the following three facial expressions.

Attention face

Viewers are responding to those scenes that have attracted their attention, got them concerned, or struck a chord with them

Smiling face

This is the response when the viewer has a positive feeling. You can see this not just when they are amused, but also when they are viewing a peaceful scene.

Thinking face

The response you can see when the viewers are trying to understand or thinking about what is being communicated through the scene. Although it does not happen very often, we can also observe a similar response when they feel a negative impression.

* Depending on the scene, it could be a negative feeling

Check specifically which part of the proposed advertisement should be improved

As we can see some scenes which result in a lot of facial responses and others which result in no response second by second, we make proposals to improve those scenes that do not cause any response.
In addition, it’s also possible to evaluate the material by referring to those advertisement conditions which are most likely to be effective, figured out by the database of evaluated advertisement material which INTAGE implemented in the past.

Facial expression response curve

A change of mind (facial expression) while the subject is viewing the advertisement is visualized in a chart
・Even if it is only 15 seconds, if it results in a significant response across different indexes, that is a good advertisement
・If there is a scene that does not result in any response, we improve it so that it evokes a response

Comparison with norm value

Evaluate to see which facial index is higher compared with average values for past advertisement evaluations

We propose the sort of marketing research that can deal with your company's challenges.

Please feel free to contact us. The relevant team member will get in touch with you.

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