Part VII - Final Audience Question

Dr. Carl Marci, company CEO, answers whether Innerscope is able to measure if emotions are positive or negative by introducing two frameworks. One is a categorical framework -- are you happy, sad, ambivalent, etc? The other is called a dimensional framework -- are you having a response or not? Innerscope focuses on the dimensional framework because people are good at consciously answering whether they like something or not, but are not good at describing the depth of that response. When Innerscope's emotional engagement trace is going up visually, it is generally a positive thing and when it is going down it generally leads to behaviors that advertisers want to avoid, such as fast forwarding and channel changing behavior. Sebastien Lyon from Mars Petcare and Innerscope President Brian Levine also comment.

Panelists: Sebastien Lyon, Mars Petcare; Stacey Schulman, Turner Broadcasting; Maria Scott, Intuit; Libby Neuner, Invista

Hosts: Brian Levine and Dr. Carl Marci, Innerscope Research

Video recording from "Biometrics Deliver Value for Brands: Real Users Share Their Insights" held at ARF Re:think 2011.

Category:

Science & Technology

Tags:

• neuromarketing
• research
• biometrics
• media
• advertising