How to measure emotional response to advertising

This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.

How to measure emotional response to advertising

Dominic Twose Kantar Millward Brown

Understanding emotional response is vital to understanding advertising success, but how best can emotional response be measured? Dominic Twose of Kantar Millward Brown sets out to clarify the confusion surrounding this topic and describes key learnin

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