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Measuring emotions: New research facilities at NHTV
Dr. Ondrej Mitas Senior lecturer, Tourism, NHTV
experiences are keycentral concept in tourism management
one of three guiding research themes of NHTV
emotions make experiences valuablebrief, intense reactions to specific things
complex (mind, body, behavior)emotions are the value in tourism experiences
fuel memory, (re)purchase decisions, loyalty, reputation, health
Emotion mangementWhich emotions do you want which customers to feel at which touchpoint?
Emotion measurementWhich emotions do which customers actually feel when?
Experience DesignIntervening with people, interfaces, and setting to match the promised experience
Experience MarketingUsing the right emotion to that triggers decisions
Emotion mangementWhich emotions do you want which customers to feel at which touchpoint?
Emotion measurementWhich emotions do which customers actually feel when?
Experience DesignIntervening with people, interfaces, and setting to match the promised experience
Do you plan long enough into the future?
Are you really open to finding out?
Is there anything you can actually change?
Experience MarketingUsing the right emotion to that triggers decisions
Do you add value beyond price?
Emotion mangementWhich emotions do you want which customers to feel at which touchpoint?
LEGO® Serious Play® workshops: Facilitation to inspire and formulate customer experience statements
• Contact: Xander Lub
Experience DesignIntervening with people, interfaces, and setting to match the promised experience
CRADLE: Digital and blended experiences
Experience MarketingUsing the right emotion to that triggers decisions
Storytelling: Creating emotion from your product DNA
Emotion measurementWhich emotions do which customers actually feel when?
Self-response questionnaires+ inexpensive, flexible - validity problems
Narrative interviews+ precise, very flexible - validity problems
Facial coding+ time- and emotion-specific, highly accurate- clear view of the face and expression required
Neuro and bio techniques+ very time-specific, accurate, also un-conscious/-expressed emotions - less emotion-specific, limited by context
A laboratory at the leading edge of emotion measurement
A three-part laboratory in which partners can measure, design, and evaluate experiences
Measuring emotional reactions
Mobile emotion recording
Virtual reality simulations
Part 1: Mobile emotion recording
• Measure GSR (sweating), heart rate, and facial expressions using wearables and cameras
• Record emotional experiences during leisure/tourism, as they happen
• Contact: Ondrej Mitas
Tourist Info Center as an experience A mobile emotion measurement study
• The Gent TIC facilitates quality experiences of this beautiful medieval city
• Employees recently completed soft selling training, further developing the experience of visiting the information center itself
• Thus, an interesting context for testing and refining experience measurement tools
Using the tools of the NHTV Experience Lab
• Empatica E4 wristbands on 7 student mystery visitors • A variety of action and professional cameras pointed
at students and TIC employee • FaceReader facial expression analysis software
students fitted with wristbands at
beginning of day
one student at a time sent on a mystery visit;
face also recorded
for realism, students then enjoyed day based on advice
Experience lab tools reveal the Gent TIC experience
• Facial expressions of visitors were neutral about half of the time, especially when looking at maps; positive about a quarter of the time, especially when starting and ending the conversation
• Facial expression of employee was most positive when talking with visitors
• Heart rate often showed a local peak during conversation, suggesting positive valence (Example participant below; orange line is heart rate)
EntersofficeBeginsconversation
Endsconversation
Facial expression analyses show the importance of the beginning and end of the visit––these are most positive
-0.05
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Valence(positivity)
participant1 2 3 4
Higher recommending visitors are more positive at beginning (TIC and Gent in general)
0
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Facialexpression positivity ofmoreandlessGent(thecityingeneral)recommendingvisitors
recommend==8 recommend==9
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Facialexpression positivity ofmoreandlessTICrecommendingvisitors
recommend==8 recommend==10
Part 2: Measuring emotional reactions
• Measure high-quality EEG (brain activity), GSR (sweating), and heart rate
• Accurate picture of physical aspects of emotional responses
• Neuroscience techniques for testing marketing
• Contact: Marcel Bastiaansen
What is Electroenceophalography (EEG)?
• Electrodes placed on the scalp in an elastic swim cap • Amplifier strengthens the small changes in electrical
potential due to brain activity • Responses in this signal are averaged over many
pictures and participants to show differences
When averaged over many pictures, differences due to emotion show up
Time: 0 Time: 1 secondWe use facial coding or electrodes to determine which emotionBuilding AI algorithms at EUR to classify “desire” emotionBe careful with unsupported promises of commercial firms
This difference shows valence (+/-) vs. emotionally neutral
This difference shows strongly arousing vs. less arousing
User generated and commercial photos in Zeeland An in-lab emotion reaction measurement study
• Zeeland destination marketing organization traditional marketing with TV commercials (Land in Zee) and stock photos, as well as user-generated photo and video competitions (Fan van Zeeland)
• Strategic decisions among these approaches? Are TV commercials still effective, and are user-generated or stock photos more powerful?
Using the tools of the NHTV Experience Lab
• Consumer neuroscience approach using EEG • Experimental design with different combinations of
commercials and picturesGroup 1TV commercial Zeeland
Group 2TV commercial Honda
UG pictures of Zeeland
Stock pictures of Zeeland
UG pictures of Zeeland
Stock pictures of Zeeland
UG pictures of Zeeland
Stock pictures of Zeeland
EEG EEG
Experience lab tools reveal the emotional impact of TV commercials
Before Zeeland commercialAfter Zeeland commercial
Component 3: Interaction with technology
• Use VR and eye tracking to design and evaluate virtual or simulated experiences
• Combine with EEG or wearables for accurate emotion measurement
• Contact: Marnix van Gisbergen
How we experience VR A virtual reality movie study (for PhD of Wim Strijbosch)
• For marketing and experience design in attractions such as amusement parks, a fundamental question is how people remember experiences
• Specifically, how do we pick “experiences” from our stream of consciousness to remember?
Using the tools of the NHTV Experience Lab
• Watching two versions (one suspenseful) of a VR film while EEG, skin, and heart rate signals are recorded
50participants
Virtualrealitystimulus
Virtualrealitystimulussusp.
Retelling theexperience
Retelling theexperience
Self-reportonretold experience
Self-reportonretold experience
Experience lab tools reveal the VR experience
Experience lab tools reveal the VR experience
Correlating self reported emotions to physiology to refine physical detection of emotions
Experience lab tools reveal the VR experience
Comparing physical signals at key moments in film to determine which emotions mark “beginning” and “end” of experience
Manage customer experiences with us
Excellent customer experiences require managing, measuring, and designing for emotions
The future of emotion measurement is physical
Our lab offers the most up-to-date emotion measurement and management process in leisure and tourism
