Neuromarketing solution - a tool to determine the emotional impact of visual content on users

Short summary A Lithuanian institution has developed a software to analyze the reactions of the viewers to the displayed visual content and is looking for partners to work under a licensing agreement or technological cooperation agreement.

Full description One of the biggest Research and Development institutions in Lithuania has developed a software to analyze the reactions of the viewers to the displayed visual content. Visual/video content is still one of the most expensive types of content creation and broadcasting, so it is very important for content creators to ensure that the content they create will achieve the intended impact on viewers. The developed software allows to test the content at the development stage and thus increase the effectiveness of the content and save costs (for example, there is less chance of having to create a new advertising video if the first one is not successful). The viewer is shown visual content (e.g. advertisement, movie), while the camera captures his facial expressions, and an algorithm based on artificial intelligence recognizes what emotions the viewer feels (e.g. happiness, sadness, anger, boredom, interest, etc.). For content creators, such an analysis helps to check and compare whether the reaction of the viewers corresponds to the kind of reaction the content creator hoped to receive and provides an opportunity for editing and improving the content based on the observed inconsistencies. The software could be used by creators of advertising, film, television, artistic visual content to test their content before publishing it. Potential market: European visual content post-production market. Potential users: advertising agencies, production companies, television. Application in the market: 1. The software could be used by creators of visual content (advertisements, movies, TV shows) to test their content before making it public. 2. The functionality of the software is of the final product, but some aspects such as the user interface might be further developed. 3. In order for content testing to be accurate, content creators will have to take care of the following aspects: focus groups should be conducted, consent of individuals to be filmed should be obtained, and data security of participants should be ensured. The tool was already tested by a few test users.

Advantages and innovations The main uniqueness of the developed software is the affective computing technology used, with the help of which human emotions can be understood by the algorithm. Technical Specification or Expertise Sought The final software version is created, but additional development might be required to make it more user friendly and secure for focus group testing.
Contact / source: NEXT EEN Widgets (europa.eu)