We have been talking about emotions on the radio. Not in vain, because according to the creative Tony Hertz, “it is the most emotional medium that exists”. The founders of Emotion Research Lab, María Pocoví (see picture) and Alicia Mora, have answered questions of the Radio Nacional de España, Capital Radio and Gestiona Radio. Three stations that are in tune with the era of emotions.
Our emotions form the most reliable data when it comes to knowing what we like and what we dislike. Our expressions betray us. And artificial intelligence can detect things that the human eye can not always distinguish. This is what Emotion Research lab dedicates itself to. How? “The system works in a simple way, we use artificial vision to read the facial microexpressions. And a mathematical algorithm translates it into human emotions. The outcomes are based on the scientific theories initiated by Paul Ekman that unravel the facial microexpressions, regardless of the culture of a person.” the founders explain.
Why do we want to know about facial microexpresssion and how does it benefit us? “We distinguish between the peaks of expression, which are easily recognizable, and microexpression, which is what interests us most when predicting consumer behavior, the immediate reaction of the human subconscious that the human eye can not always detect, but technology now can. Marketing and market research have been one of the first fields of study to use this, it is important to understand that we are discovering how a person is going to make a buying decision, because emotions trigger certain behavior”.
Can we know who the weakest electoral candidate is? “In the field of politics there are two very interesting components to the use of this technology, on one hand, the ability to define the messages that will have a greater impact on the population group that we are trying to persuade, when defining a strategy. And on the other hand, we can identify the reliability index in the messages that the candidates transmit, as far as they are truthful.
When we analyze debates in real time it is very interesting to see their true emotions and compare them to those of the other candidate and to detect when they are weaker”.