Confirmit And Affectiva Sense Market Emotions With New Partnership

Confirmit and emotion recognition pioneer, Affectiva, have united to create cutting-edge market research and Voice of the Customer solutions that will provide deeper insights into customer behaviour.

Affectiva’s sophisticated emotion recognition technology embedded into Confirmit Horizons surveys will enhance Market Research and VoC programmes by analysing a respondent’s reaction to videos.

The combined solution will help organisations better understand customer opinion and predict loyalty, enhance product and service offerings, improve A/B advertising concept testing, determine media spend, benchmark in-market campaigns and quantify attention, engagement and emotion in general.

“Emotions influence every aspect of our lives and yet in an increasingly digital world, too often emotions are missing from analysis,” Terry Lawlor, EVP product management at Confirmit, said.

“The partnership with Affectiva meets the growing need from Confirmit’s global customer base for more in-depth and innovative insight into the impact of emotion on behavioural patterns and future actions.”

Affectiva’s sophisticated emotion recognition technology captures and measures unconscious responses and unbiased consumer reactions.

Its’ emotion recognition classifiers achieve up to 98 per cent accuracy in situations where emotions occur naturally and in the moment.

The solution can be embedded into a Confirmit Horizons survey to enhance any MR or VoC programme by analysing a respondent’s reaction to videos. Respondents are seamlessly transferred between the platforms for the facial emotion detection portion of the research.

Emotion data is then viewed on Affectiva’s purpose-built dashboard or combined with the Confirmit survey data to provide the context of other important factors.

“Affectiva complements our comprehensive suite of research solutions whilst enabling us to extract deeper insight from research surveys and VoC programmes,” Lawlor said.

“Organisations are increasingly aware of the need to make better business decisions based on in-depth insight, and we are pleased to be working with Affectiva to dive deeper into respondent and customer emotions and behaviours.”

Lawlor said the role of emotion in consumer decision making was proven.

“Forrester used data from more than 45,000 US consumers to understand the role that the effectiveness, ease, and emotion of CX play in creating customer loyalty,” he added.

“Emotion – how an experience makes the customer feel — contributed most to customer loyalty in 17 of the 18 industries that we studied.”

“The incorporation of emotional intelligence into research programmes and customer experience surveys enables organisations to truly understand and analyse the emotional responses of their customers at the point of experience,” Dr. Rana el Kaliouby, CEO at Affectiva, said.

“We are delighted to have joined forces with Confirmit as they seek to broaden the insight agenda to include emotion more thoroughly.”

The Affectiva solution is immediately available.

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