Continuous Emotional Response Analysis

What It Tests
Arousal measures have tracked gross reactions to commercials for years using a variety of techniques. The trouble with them has always been that they are unable to distinguish between positive and negative arousal. Does the measure spike because the viewer likes something in the commercial or because it revolts him? CERA solves this dilemma through a new technique known as Facial Electromyography (fEMG), developed through intensive research at the Johns Hopkins School of Medicine. The smile muscle has been found to be a valid indicator of positive emotional response, while, conversely, the frown or brow lowering muscle accurately measures negative response. Electrodes placed on the proper muscle groups can, thus, distinguish and track positive and negative emotional reactions to a stimulus as they occur.

Methodology

The CERA methodology invites screened target respondents to a facility where a clinical psychologist attaches unobtrusive electrodes to their faces. They then watch a fifteen minute television program that contains pods of test and clutter commercials. As they watch, a computer calibrates their specific emotional ranges, tracks and graphs positive and negative reactions to what they are viewing. Respondents are also re-exposed to the test commercial and given an attitudinal battery that further enhances our understanding of reactions to specific commercial elements.

CERA is becoming an invaluable tool in supplementing our understanding of commercial performance. It pinpoints specific elements that elicit positive or negative viewer reactions, permitting editing or other modifications to enhance the effectiveness of commercial executions. We have also used it to explain differences in Impact test results that were not evident by conventional analysis. CERA is an important new contributor to G&R's ongoing efforts to understand the dynamics of advertising performance.

Key Benefits and Features:

Printer Friendly PDF