Market & Media Research
TAWNY is your DIY market research tool to explore emotion insights of consumers
Brands, market researchers and media experts know that emotions trigger consumer behaviour. Understanding consumer emotional reactions on media stimuli such as TV ads, movie trailers, creatives or billboards is key to create successful marketing campaigns and optimize media spending. Gathering emotional feedback on product prototypes or packaging solutions allows developing customer-centric products.
TAWNY Emotion AI technology provides deep insights into unbiased and unfiltered consumer emotional responses and get a better understanding of the consumer experience.
Maximize the impact of TV ads, movie trailers & video content
- Identify the most emotionally engaging moments in your TV spot, trailer, image video, demo or social media teaser.
- Detect moments with peaks in arousal and valence and observe moment-by-moment how nonconscious reactions are shaped when presenting the stimulus-content.
- Learn how emotions change over time to different aspects of the ad.
- Find out how the audience react to varying advertisement campaigns.
- Decide for a winning version and keep the most impactful parts for the final cut or shorter versions.
- Position your brand in an engaged and emotionally activated consumer state to maximize recall and positive perception.
- Test the impact of music and voice-overs.
- Assess the audience’s engagement with characters or celebrities in your spot or show.
- Perform multiple testing cycles prior to full production and distribution.
- Take the right decision and reduce risk in spending media budgets.
- Collect quantified emotion data to better predict media performance criteria such as brand recall, intention to buy or likelihood to share.
Optimize print material and billboards and pick the winner
- View emotional reactions on non-motion content based on facial expression analysis.
- Find out about the first impression on poster or print advertisements.
- Create and test adaptions to improve the billboard or print ad. Adjust the material and see how participants respond to the changes.
Amplify the power of qualitative research methods
- Complement traditional research methods such as interviews, electronic diaries or surveys and add implicit emotion data to your research by simply using (web)camera recordings in already existing sessions.
- Enrich creative sessions and design thinking processes with the help of quantified emotional reactions.
- When replaying your interviews use emotion tracking as a tool to memorize important moments and quickly find emotional peaks and downs throughout lengthy interview materials.
- Confront the interview partner with their unconscious emotional responses to better remember and describe pain points and moments of delight.
- Do not rely on verbal cues only. The validation of changes in attention and emotional responses allow a less-biased user session.
Enhance product and prototype testing
- Quantify and measure consumer emotions when they use a product prototype the first time. Understand how product features and design elements drive the intention to use the product and what components have no emotional impact.
- Iterate and improve the design before launch.
- The first component of a product experience is often the packaging. Collect unboxing moments and understand which areas cause emotional reactions. What are the strong and weak points of the packaging design?
- Directly compare your product or packaging against the competitor’s product or packaging along criteria such as fist impression, likeability and emotional activation.
- Understand the strength of the emotional response during food tastings.
