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Our consultants have advanced degrees in the behavioral sciences, and specialize in turning data into meaning. We know how to uncover the unique behavioral patterns particular to each project, and turn them into actionable results for you, the client. Expert Analyses
Advertising is one of the most expensive elements in the marketing mix. Making an emotional appeal to the consumer is one way to make the most of that expense. However, because of individual and cultural differences in emotionality, seemingly great ideas can flop while unexpected approaches surprise even the most experienced marketers. It therefore makes sense to gain insight into consumer emotion. Faces are not only a reflection of our emotionality, but also represent truly unconscious, System 1 responses – a “mirror of the unconscious mind”. Therefore, studying the face can provide a quantitative measure of emotional state.
No matter what the project scope, we are ready to advise and assist. With a Mirror of the Mind project, Noldus consultants can quickly and objectively provide insights to better understand the emotional pull of advertisements, to best target specific subsections of the market.
Furthermore, data from facial expression analysis can easily be combined with additional tools, such as surveys, eye trackers, and physiological devices to garner deeper insights into ad liking and/or purchase intent.