GfK Boosts Ad Success with Ground-Breaking Application of Facial Coding

  GfK Boosts Ad Success with Ground-Breaking Application of Facial Coding

Business Wire

NUREMBERG, Germany -- February 20, 2013

GfK has integrated EMO Scan, its award-winning biometric measure of emotional
response, into its market-validated ad testing system. Available globally, EMO
Scan gains consumers’ permission to use their own webcams, to track their
facial movement in real time as they view advertising.

“Our system is unique because it reads peoples’ authentic emotional response
to advertising using an exposure environment that is not forced” says Nathalie
Mandavit, Global Director of GfK Communication Efficiency. “A low involvement
viewing experience is absolutely essential, to capture people’s spontaneous
reactions to the advertising creative, unaffected by influences from an
artificial environment. This means that we can deliver outstanding sensitivity
in our measure of emotional response – which, when fully integrated with a
person’s claimed emotions towards an ad, significantly boosts our clients’
success in optimizing their advertising creative.”

GfK is currently expanding the EMO Scan platform, adding new measures for
recognizing human emotions and covering additional research applications.

EMO Scan won the 2012 Innovation Prize from the BVM, a German association for
market and social research. It is the commercial outcome of an ongoing
scientific and technical collaboration between GfK Verein, GfK SE, Fraunhofer
Institute for Integrated Circuits (IIS) and CISA – the Swiss Center for
Affective Sciences at the University of Geneva, headed by Professor Klaus R.
Scherer, Professor of Psychology.

To find out more, visit www.gfk.comor follow GfK on Twitter:


John Wittenbraker
Global Director
T +1 484 441 1701
Nathalie Mandavit
Global Director
T +33 1 7418 6637
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