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Is this methodology really verified?

Darwin has already been studying emotions in 1872, with a hypothesis of their universality. In his research, he sought confirmation of the existence of so-called basic emotions – displayed the same way and recognized throughout the world, regardless of culture, race or gender. Ekman and Friesen continued and extended the scope of micro-expression studies, confirming the assumptions of Darwin’s hypothesis. They had concluded their many years of studies, presenting six basic emotions: joy, surprise, anger, contempt, fear, disgust and sadness. The human face is a complex muscular system, consisting of more than 40 structurally and functionally independent muscles, each of which can be triggered independently of one another. Almost all mimic facial muscles are operated by one facial nerve (VII cranial nerve) and they are the only ones in our body that are attached by at least one end to our skin. This directly affects the look of our faces. Particular facial muscle contractions reflect particular emotions. This is how Quantum Sense technology works. This method has been used by universities for research all over the world for many years. The new commercial application has been discovered recently.

Stimulation of the facial muscles in response to emotions does not originate in the conscious part of the brain, that’s why it is so hard to suppress a smile after hearing a joke or an expression of surprise when something surprising happens. With the natural occurrence of mimic expression, Quantum Insight  is able to non-invasively measure the most natural reactions, even those that the viewer is not aware of and does not describe them in declarative responses.


This is a gradation system for ads. INSIGHT Grade, like INSIGHT Score, responds to changing trends in advertising and relates to real values in the marketplace.

INSIGHT Grade consists of the following grades: C, B, A, A +, A ++

INSIGHT Grade Distribution: C and A ++ values accept about 10% of the ads; B and A + 20%; Average value A – about 40% of ads.

Focus (concentration)

It is also based on the estimation of head position in front of the screen. Focus consists of two parameters:

  1. Attention
  2. Head deviations from baseline level.

Research shows that the head remains stable at the moment of concentration.

People move their heads when their attention wavers.

Average level of emotional engagement

It’s a relationship between the frames with viewer’s faces exhibiting emotions and the frames where no emotions are present.


Defines the emotional structure of an ad – analyzes the frequency of positive emotions consumers experience during video presentation. It also measures negative emotions in an analogous way, including the times when consumers experience no emotions. This process takes into account the placement of the brand in the context of emotional response. It reacts to changing trends in advertising and relates to current values on the market. The higher the score, the higher the emotional involvement of viewers while watching the ad, and the more positive reaction to branding.

Why should I test emotions?

Numerous studies show that emotional advertising is much more effective than rational messages, especially in the long run. It generates double profits and works longer than rational messages. Based on the analysis of emotional involvement, it is possible to predict both the extent to which the ad will be popular and the viewer intention to buy the advertised product. The main benefit of measuring emotions is continuity, that is, we have information about the viewer’s emotional state at every second of material, rather than a single declarative viewer’s evaluation. Widely available, commercial advertising study methods have been using expression analysis for years to predict the effectiveness of advertising. Such studies consist of observing the focus group by the researcher and recording the observations. Quantum Insight does that automatically, using a camera, encoding the muscle contractions corresponding with each basic emotion stored in the system. Unlike an observer, the system is able to analyze the mimics of more people at the same time (hundreds of people, with measurements every 0.04 seconds). In addition, it has a built-in system for asking declarative questions, so it can examine not only emotions, but combine both approaches – declarative and non-declarative.

What can I achieve using Quantum Insight?

As the Millward-Brown studies show, the level of emotional response to a viewed ad has a significant impact on consumer memory and engagement, and hence on relation to the brand and increase in sales. Quantum Insight will allow you to measure the intensity of your audience’s emotions based on naturally occurring expressions.

You will be able to see which emotions are dominant in your viewers and identify the most emotionally intense moments. You can also verify whether your ad / video / etc. triggers the intended reactions and single out the scenes that trigger unwanted reactions and even see what reactions are triggered by which actors. You will also be able to mark the moments in which your viewers lose emotional and cognitive engagement while watching your material, when they lose focus and look away from the screen. Quantum Insight will help you identify the best and the most neutral scenes, test how the brand logo presentation affects emotional reactions. In addition, as Quantum Insight is a comprehensive tool that combines two methods, you will be able to ask the declarative questions you have created yourself or chose from our question base You will be able to compare all results from the target groups you’re interested in; the differences between how women and men, people of different ages and different lifestyles react to the same ad. In addition, non-declarative (mimic) and declarative (questions) reactions can be compared using the publicly available benchmark of ads and questions in our database, so you’ll have a chance to compare your material with competing materials from the entire market or from a particular sector.

Project co-funded by the NCBR under the programme GO_GLOBAL.PL