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Capturing Emotions

Capturing Emotions

In the sensory overload of today, emotions act as indicators of relevance. They signal that an event is personally important. It is therefore no surprise that interest in the topic of emotions is growing in the area of marketing. For companies, it is important to know consumersʼ emotional responses to their advertising or products.

For many years, the GfK Verein has been busy trying to answer the challenging question of how to capture emotions. The GfK Verein, together with GfK SE and academic cooperation partners, has developed two innovative methods to reliably measure the emotions of consumers: GfK EMO Scan and GfK EMO Sensor. In addition, the possibility of recognizing emotions in the voices of respondents is currently being explored in a new project.

GfK EMO Scan

GfK EMO Scan can capture emotion expressions in real-time, without extensive post-hoc questioning or obtrusive sensors on the skin. For studying emotional response to advertising, only a webcam and internet connection is required.

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GfK EMO Sensor

Pictures often say more than words. The GfK EMO Sensor makes use of this. Respondents indicate their feelings by selecting photos that depict marketing-relevant emotions ranging from desire to trust and rejection to anger.

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Voice Analytics

Working together with engineers at the University of Augsburg and start-up firm audEERING, the GfK Verein has developed an instrument that detects emotions using the voice.

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