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Confirmit has partnered with Affectiva, a pioneer in emotion recognition technology, to provide Market Research (MR) organisations and Voice of the Customer (VoC) programmes with the detailed personal sentiment and behavioural insight needed to understand the role of emotion in driving consumer spending and loyalty.

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

The role of emotion in consumer decision making is 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. Emotion – how an experience makes the customer feel — contributed most to customer loyalty in 17 of the 18 industries that we studied.” Understanding The Impact Of Emotion On Customer Experience, Megan Burns, Forrester, July 2015.

Affectiva’s sophisticated emotion recognition technology captures and measures unconscious responses and unbiased consumer reactions. Its emotion recognition classifiers achieve up to 98% 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.

Lawlor added: “Affectiva complements our comprehensive suite of research solutions while enabling us to extract deeper insight from research surveys and VoC programmes. 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.”

The combined solution can 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.

Dr. Rana el Kaliouby, Chief Executive Officer at Affectiva, explained: “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. We are delighted to have joined forces with Confirmit as they seek to broaden the insight agenda to include emotion more thoroughly.”

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