— David Tyler (@DavidTylerVO) October 27, 2015
“Feelings, whoa, whoa, whoa, feelings….” as the Morris Albert song goes…are not always expressed in a meaningful way by everybody.
While it may not matter as much on an interpersonal level, when there are millions of advertising/marketing dollars on the line you may want a better understanding of consumer “feelings”.
For decades, advertising and marketing agencies have employed focus groups to help their clients better understand their customers. However, using the more traditional methods of collecting data isn’t always fool proof.
Today there is a way to take the guesswork out of interpreting focus group results using facial recognition software.
High Tech Answer
There are 2 primary companies who have dove into this field with both feet.
1) Affectiva is a spinoff of MIT’s Media Lab and their software claims to be able to get an accurate measurement of people’s true feelings with what they claim is the largest database of facial expressions, correlate-able to their appropriate emotions.
And 2) Eyeris who have already sold their flagship software EmoVu to 3-letter law enforcement for use during interrogations. Now, Eyeris is exploring how to embed EmoVu into consumer electronics. The idea is to tap into the camera of a smart TV (or phone) to understand what the people in the room are enjoying (or not) and to make recommendations for other programming to watch! Rest assured it’s a feature that the consumer will be able to turn on or off.
Knight Rider Revisited
Both companies are considering their technology for the automotive industry. Imagine a car that will recognize your facial expressions and react accordingly. If you were falling asleep…it might suggest you pull over for a nap or if it saw that you were getting aggravated in traffic it might suggest some relaxing music. Another application might be in hospitals to gauge the true feelings of post operative patients to help make treatment decisions to aid with their recovery.
When it comes to understanding consumer behaviour the implications for this kind of technology are far reaching. Any advertising or marketing firm who want to be able to give the best information to their clients should at least be considering this software.
The technology shouldn’t be used as a cover-all but to help in asking the right focus group participant, the right question. If one subject reacts in a negative way to a commercial or product presentation for example, it opens the door to specifically ask them a question to understand why.
A warning: the data attainable by facial recognition software should be used as an aid, not as pure illumination.
I have always been and remain a fan of Clotaire Rapaille‘s method of gaining insight for his clients, but if you are looking for a high tech solution one of the aforementioned will get the job done.
Whether you’re building a website, blog post, creating an info graphic or ad campaign, here are 9 of my favourite places to get royalty free stock images.
1. PIXABAY – Has got to be the easiest of these website to search for the right picture. You can use the category browser or use the “search” feature. The only downside to the search feature is that sometimes it will show you pictures that come from paying services like Shutterstock which kind of defeats the purpose, but that’s how the finance the website.
2. GRATISOGRAPHY – Another beautifully designed website, easy to browse. There are lots of fun and quirky choices here…also some very attractive shots too. All pictures were photographed by Ryan McGuire and free of copyright restrictions.
3. PICOGRAPHY – While the collection here is smaller than the previously mentioned websites, the pictures are truly stunning. Try the search feature and see what you can come up with for your next project in need of a photo. Picography is also looking for your input on their pics, note the comments set ion for each pic.
4. PUBLIC DOMAIN ARCHIVE – The collection here is likewise smaller, but the quality of those images is high. This website is put together by Matt Hobbs and his family. For a small fee ($10/month) you can get access to a private collection of images and bulk downloads.
5. UNRESTRICTED STOCK – While they do provide high quality photographs, the forte of this website seems to be it’s vector graphics and icon sets. Be sure to read their license agreement before you download.
6. LIFE OF PIX – You can use the Google-esque search engine or browse through another set of stunningly amazing pictures by category here. This website I’m proud to say has been put together by a local Montreal agency (Leeroy Advertising Agency).
7. PIC JUMBO – Another fantastic set of images for you to use in your personal or commercial work. What I like the most about this website (besides the photographs of course) is the “test-drive” feature that lets you see what the photo you’re thinking of downloading in various contexts. Try it out! This website also provides a premium service ($6/month) where you can have pics sent directly to your email.
9. NEW OLD STOCK – And just incase you’re looking for picture from days gone past, this website should be your go-to. As it says on their rights-and-usage page, these photos are “to the best of my knowledge” available to the public domain. Depending on the picture you may want to verify if it’s OK to use in your project.
Take your time to explore this list and decide which websites to bookmark for your next project. Depending on your style and what you’re looking for some of them will be better suited to your needs than others. If you feel compelled, share this post using one of the methods below. Happy browsing!
Sometimes when you leave it up to the viewer, the connection they make with your message is stronger.
This graphic for Yoga Shelter is a perfect example of that.
Is there a way you can strengthen YOUR brand in this way?
When it comes to getting new customers my mantra has always been “stop communicating, start connecting” and there is no better streamlined tool for doing that today than social media, specifically Facebook and Twitter.
The problem starts when small businesses focus all of their attention on that aspect of marketing and push aside the other 80% of their marketing strategy!
Rich Gordon, a professor at Northwestern University and Zachary Johnson, the CEO of Syndio Social released a study that suggests that 50% of small businesses website visitors arrive through social media means as compared to only 18% for large business websites.
What it may look like is that small business is using social media more effectively than large business but in fact what this data tells me is that when it comes to marketing themselves, small businesses seem to rely far too much on social media!
How are large businesses attracting customers to their website the other 81.3% of the time?! Imagine how much you could increase your bottom line if you could learn to do the same thing….but on a small business marketing budget.
Bottom Line: Watch, learn and mimic how large companies market themselves in the offline world to increase YOUR bottom line.