First and foremost, we need to understand what Emotional Video Analysis is and how it works. Then, we need to identify the objectives of our Market Research study and how Emotional Video Analysis can help us achieve those objectives. After that, we need to design our Market Research study incorporating Emotional Video Analysis. Finally, we need to implement and execute our Market Research study with Emotional Video Analysis.
👋 Ready?
Let's go step by step.
1) What is Emotional Video Analysis?
Emotional Video Analysis uses cutting-edge technology to understand people's reactions to videos. This information is then used to help people understand what parts of their videos are resonating with viewers and make changes to create even better videos.
The benefits of using Emotional Video Analysis are that it is easy to use, provides accurate and unbiased results in real-time, and automates the video feedback data collection. Additionally, the built-in analysis and visualization tools make it easy for users to gain insights into their data.
What kind of emotional and social cues data are available?
Brief emotional state experienced as the result of an unexpected significant event.
What’s the point with surprise?
- Trigger customer experience of a positive unexpected event
- It’s a secret weapon used to arise attention, need to be wisely and balanced usage
⚠️ Surprise is either a positive or negative emotion.
💡 You can assess surprise to validate intentional provocative scenario that arises attention.
State of experiencing humorous and entertaining events or situations.
What’s the point with amusement?
- People want to laugh, that’s what makes life beautiful
- Positive emotion that trigger amusement are memorable
⚠️ Amusement is a profound positive emotion. Use it wisely to engage and build memorable experiences.
💡 You can build funny experiences just because it’s cool. And as it’s cool, people will remember them.
Brief state of being bewildered or unclear.
What’s the point with confusion?
- This is the absolute engagement killer
- Critically track if confusion arises in your content to fix the cause
⚠️ Confusion is often a sign that a message is unclear, or intention not adapted.
💡 You can check if confusion plays a big role in the customer’s feedback and fix what has to be. Crystal clear message is a sign of respect for your audience.
Visual attention is the way you allocate your attention by gazing at the object of interest. You are visually attentive to an event if you are currently looking at it.
What’s the point with attention?
- Assess effectiveness in arousing interest
- Improve messages with attention span analysis
⚠️ Losing attention of a significant part of your audience is a bad signal.
💡 You can take action by trying to raise interest before the loss of attention, trigger engaging emotions like surprise or amusement.
Engagement is the process by which participants establish, maintain and terminate their connection with the device. The notion of engagement is composed of 4 phases : “engaging”, “engaged”, “disengaging”, “idle”.
Estimation of the state of a user within the course of an interaction. The state is derived from the transitions of the engagement. Interaction status can be 5 different stages : idle, possible, ready, in_short_interruption, in_long_interruption.
Well, that's a pretty interesting list of informations that we can use while designing our study, so that we can articulate their usage to get additional data to work on our assumptions.
2) Design and execute your Market Research Study
First, you'd want to come up with a hypothesis or research question that you want to answer with your study. For example, you might want to know how people react to different types of videos, or if there are certain types of videos that are more likely to evoke an emotional response.
1. You'd want to come up with a hypothesis or research question that you want to answer with your study. In this case, your research question might be something like, "What types of videos are more likely to confuse viewers?"
2. Then, you'd need to create your study design. This would involve deciding what types of videos you want to include in your study, how you'll collect data from viewers, and how you'll analyze the results.
3. To collect data from viewers, you could use a survey tool like Qualtrics or SurveyMonkey. In your survey, you could include a link to the video (or videos) that you want people to watch using VideoFeel.
4. To analyze the results, you could look at the percentage of people who said they were confused by the video (or videos).
| 💡 You'll be able to match the declarative answers to questions to the spontaneous ones. This leads to a better quality of data |
You could also segment your results by different demographic groups to see if there are any patterns.
Wrap up
Emotional video analysis can be a great way to understand how people react to different types of videos. By designing your study carefully and using a tool like VideoFeel, you can collect accurate data that can help you answer important research questions.