Description
The aim of the project is to answer the question of whether remote biometric testing of video ads can be a real alternative to those conducted on-site in a laboratory environment. Is this an opportunity for a new, effective and easier-to-process testing standard, especially in pandemic conditions, or is it just an immature technological novelty? The research project included both biometric measurement (AFFECTIVA face tracking, webcam-based eye-tracking) and declarative (survey) of the reception of selected video ads from leading technology companies (Dell, HP, Microsoft, Google). Recipients' reactions were analyzed in terms of experienced emotions and elements that attract attention to the ads. The measurements were conducted remotely in October-December 2021 using the iMotions Biometric Research Platform (modules: Remote Data Collection, Facial Expression Analysis, Web Eyetracking and Survey) on a sample of 90 people (enthusiasts - 61 people and non-enthusiasts of new technologies - 29 people). The research procedure consisted of the following parts: checking the technical conditions and the respondent's environment (display, camera, lighting), initial calibration, segmentation study, presentation of a sequence of test images defining an emotional baseline (Karolinska Directed Emotional Faces (KDEF) set of photos), presenting individual video advertisements along with surveys about them, and intermediate and final calibration.
