The Iligo study on emotions presented by TF1 at Big Data Paris
After the TF1 Campus and the Digital Summits, it was at Big Data Paris 2018 that the study was presented once again « From emotion to engagement: what are the drivers of advertising effectiveness? » by TF1 Publicité.
On March 12 and 13, more than 100 speakers and 250 exhibitors gathered at the Palais des Congrès for Big Data Paris, the first trade show entirely dedicated to topics that make up our current society: the democratization of Big Data, the state of artificial intelligence, the challenges of the Data Driven Company, and the impacts of the GDPR.
It was on this occasion that Laurent Bliaut, Deputy Managing Director of Marketing and R&D at the TF1 Group, spoke in the main auditorium on the first day, to present the iligo study on emotions: "Facial coding: detecting emotions to objectively test customers' appetite for a product".
The originality and innovation of this study lie in its use of the hybrid measurement through the combination of the expertise of iligo and Datakalab. Indeed, facial-coding technology made it possible to measure the emotions felt around 20 programs on 825 people, in addition to an online questionnaire conducted with 4500 respondents, in a scope extended to 120 programs by iligo.
There statistical modeling to bring together the emotions felt and declared subsequently made it possible to derive a correlation between the 7 emotions and the 7 dimensions of engagement.
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