Delving deep into your emotions - Emotional data in the hands of advertisers

After the success of GFT’s previous meetup, we are pleased to welcome you to another evening of technical insights. This December, we’re getting emotional and delving into the latest in Emotional AI and its utilisation in optimising advertisements.

As Christmas approaches, retail companies compete to have the best and most effective TV Christmas ad campaign. Like all TV ads, they are designed to tell engaging stories, capture our attentions and win our ‘hearts and minds’, especially during the festive period.

However, prior to their campaign’s launch, how can these companies predict that their ad will be a success?
Using biometrics (physiological expressions of engagement/ emotions/ behaviour) we can gain insights into the user’s emotional reactions to the content in front of them.

The types of tools used are:
• Galvanic Skin Response (conductance / sweat) as an indication of arousal / interest - is it positive or negative?
• EEG (Electro Encephalogram) to compare the difference in activity between two frontal lobes of the brain. This indicates Approach (positive) or Avoidance (Negative)
• Facial Recognition (expression analysis of Joy, Surprise, Anger, Disgust and Fear)
• Eye Tracking: Pupil dilation to measure arousal and where your attention is being placed.

With these biometric tools coupled with data analytics, one can gauge what the audience is looking at, how they are feeling and the extent of the emotion being provoked.

Speaking at our event will be Mike Weir. Mike is a Senior Conversion Strategist at Endless Gain, which pioneered the use of biometric research in the UK for CRO.

He has collaborated with brands like Auto Trader, Thorntons and Rebellious Fashion. Mike is currently undertaking a PhD utilising biometric research to improve User Experience.

Alongside Mike is GFT’s own DevOps Engineer Marina McCulloch. Marina has been working in Software Development for five years and has been working in Ops/Delivery for the previous two. She has been a DevOps Engineer at GFT for just under a year.

She is also passionate about psychology, notably the emotional depth of the mind, and learning about the psychological and darker depths of the tech world and how our data can be either for or against us.

On that note, GFT invites you to join us for festive food, beverages, and a weighty insight into the depths of Emotional AI.

Speakers start @ 6:30pm