NASA’s answer is to develop a facial detection programme that tracks facial expressions across negative, neutral and happy states. The human expression through the face reveals a person’s honest emotions, therefore this method of tracking is much more reliable than anything they’ve tested in the past. Using advanced algorithmic facial detection, teams on the ground can assess advance indicators of astronaut’s mental state and provide solutions.
This excited me, as last year my team of innovators at Kommando actually developed our very own version of this experiential technology, this time for applications experiential marketing.
“EmotiBox” operates autonomously at events and within experiential zones to track and report on visitor and customer experience. Emotibox is small and inconspicuous, runs for over 24 hours on its own battery power if required and using a tiny camera provides gender, age and expression measurement including happy, neutral and negative emotions. Needless to say, we don't go to the same lengths as NASA, but you get the jist! The real-time data obtained from the EmotiBox is used to respond to consumer reactions as an event unfolds, as well as improve staff training, as let’s face it, who wants to be greeted by an unhappy member of promotional staff?
Productivity and campaign effectiveness is improved through the use of the technology. Let's say the target audience is mainly aged 30+ but the staff and the design of the event itself attracts more males aged 17-30, then real time data can immediately influence simple re-positioning, stand or road-show design alterations and re-training. This real time feedback will enable a quick re-appointing of assets and efforts to attract the correct demographic... Ultimately this data and evaluation improves ROI, saves money and leaves a more positive visitor experience.
Where big budgets are invested in UK wide tours or beyond, Kommando events are loaded with Emotibox technology that ensure the experience remains consistently at the highest of standards. What we are really looking for here on earth, is smiles all round.
Got an experiential project you'd like to chat about? We'd love to hear from you.