The Charts page of our Dashboard provides users with a second-by-second overview of how people felt as they watched their video. This data can be segmented by each individual emotion as well as by any given demographic, enabling users to compare and contrast audience reactions. 

To open the Charts page, click on the thumbnail of the video you're after. A search function is available in the top right corner in case your video isn't amongst the most recently tested. 

 

 

The Charts display 'Happy' as the default emotion. You can select or deselect each emotion using the filter on the left hand side. The filter allows you to select multiple metrics at the same time, so you can compare different emotions. 

 

 

The X-axis of the chart shows the time sequence of the video, while the Y-axis shows the percentage of people displaying the selected emotion(s). Watch the video by pressing the play button, and follow the pointer as it moves along the trend-line to see the percentage of people expressing the selected emotion(s) at any given second, as below.

 

 

To directly compare multiple videos within the same study, click 'Select Media' on the top left. Once the videos are selected, a 'Media' filter will display on the left hand side. You can then select 'Compare' to chart multiple videos' trend-lines at once.

 

 

 

The demographic filters can be used in the same way to compare the trend-lines of different segments. For instance, use the 'Gender' filter to compare Male and Female emotional responses. You can also isolate segments for individual analysis. If you asked any survey questions during your test, these will also display as filters you can use for additional comparison. 

 

 

 

The information below the chart shows the name of the selected segment, followed by the number of high quality recordings, or 'Views', included in that segment. The default metric displayed underneath the chart for each selected emotion is '% of people'. To change this, use the 'Metrics' filter on the left hand side. The options are:

• % of people: the % of people who showed that specific emotion at any point during the video.
• Average: the average % of people showing the emotion per second, across the course of the video.
• Max: the highest % of people showing that emotion in any single second. The ‘peak’.
• EmotionAll®: A composite score out of 10 which ranks the video against our global database.

Whichever metric you choose, that will be the number in black. The number in lighter grey is the norm value for your metric. To find out more about our norms, read our guide.

 

To change the format of the chart, select the 'Chart views' tab, top right. You'll find various options to customise your chart:  

• Trend-line Colours (Metrics Automatic Colour, Metrics as Spectrum, and Metrics as Hues)
• Chart type (Area, Bar, Line, and Scatter)
• Chart style (Stack, Stream, Pct, and Value)
• Smoothing level
• Scale of the Y-axis

 

 

If you want to customise your charts even further, you can export the raw data to create your own. Available exports include:

• Chart Data: CSV file including the data for the selected filters. 
• Chart Image: PNG image file of the chart.
• Summary Data: CSV file including the norm details.
• Summary Image: PNG image file of the data below the chart.
• Segments Over Time: CSV file of all emotions for all segments per second.
• Segments Aggregated: CSV file of all emotions for all segments aggregated for all seconds.

 

 

For any additional questions about the Charts, have a look at the Dashboard - Charts FAQ section, or get in touch.

 

 

Clicking on the 'Norms' tab will give you an at-a-glance view of your video's performance across every emotion in comparison to our norms database.

 

 

There are 4 metrics that are compared for each emotion:

• % of people: the % of people who showed that specific emotion at any point during the video.
• Avg %: the average % of people showing the emotion per second, across the course of the video.
• Min %: the lowest % of people showing the emotion in any single second. The ‘trough’.
• Max %: the highest % of people showing the emotion in any single second. The ‘peak’.

The values on the left (in bold) are those of the video in question, and those on the right are the norms.

 

 

 

In some instances, the values will be highlighted in either green or red, signifying statistically significant differences between the test video and the norm.

• Green: video is significantly good vs. norms
• Red: video is significantly bad vs. norms

 

 

To change the confidence level of the statistical tests, click on the confidence level drop-down list:

 

 

On the far left of the Dashboard is the necessary normative context each video is being compared to. As videos within the same study can often be of different length and collected in different countries, we show the norms context for every video separately.

• Number of videos: the number of videos included in the norm.
• Geography: the region(s) included in the norm.  
• Duration: the duration bracket of the videos included in the norm.
• Views: the number of total video views included in the norm.
• Last Update: when the norms were last updated - hover over it with your mouse for the exact date. 

 

 

To change the region of comparison, click on the region drop-down list:

 

 

To change the device type (Desktop PC, Mobile, Tablet, etc.) click on the Device drop-down list:

 

You can export the norms data to an excel file by selecting 'Export data'.

 

 

Finally, our norms are available in many additional dimensions. To choose the norms you would like to compare your videos to, read our Creating Custom Norms guide.

For any additional questions about our norms, visit our Dashboard - Norms FAQ section or get in touch.

  

Context is essential to understanding the significance of your results. Using the 'Norms' button on the Charts page of the Dashboard, you are able compose your own custom benchmark, harnessing the full analytical potential of a database of over 20,000 videos and growing.

 

 

Creating your norm is easy. Simply refine your benchmark by any of the criteria below, and click 'Save.' Provided there are more than 10 videos that fit your specifications, a norm for the selected metric will be generated underneath the chart, in light grey. The number to the left of the norm, in black, is the value associated with your specific video.  

 

The small arrow to the right of your video's value indicates whether your video performs significantly different from the selected norm. If the arrow is pointing upwards, your video performed significantly better than the norm. If the arrow is pointing downwards, your video performed significantly worse. A confidence interval of 95% is used for these statistical tests. 

 

 

This norm will be available to anyone with access to your company account, and can be adapted, deleted or re-created at any point. You can check the specs of the norm by hovering over it to bring up a tooltip. It also includes how many videos and views are included in your benchmark.

 

 

There are 11 criteria that can be factored into your benchmark, in any combination:

 

Tag

The content in our database is extensively tagged. Tags are available for styles (‘animatic’), products (‘babyfood’), themes (‘animals’), and campaigns (‘superbowl’) among other labels. You can factor any combination of these into your norm, and moreover you can tag your content in the Media Library to expand the norms and/or create your own benchmark.

 

 

 

Brand

Select you brand(s) of interest to benchmark the performance of your content against.

 

 

Category

For a sense of how your results stack up against industry norms, you can use one or more of our 18 industry categories - often quicker than selecting all the relevant brands.

 

 

 

Duration

Duration can have variable effects on emotional response - think long compelling story lines versus long dreary borefests. Compare your content to videos of similar (or any) duration.  

 

 

Location

While the facial expressions we track are universal, culture can have a strong impact on the degree of emotional response, and the stimuli that can elicit certain emotions. Generally for instance, the same video tested in Japan will elicit a more muted response than in the USA. To account for these factors, compare your results across countries or continents. If the latter, you can exclude any country from the norm – Europe sans France, for example.

 

 

Gender

Compare exclusively against men or women.

 

 

Age

Compare across any combination of our standard age ranges – 29 and under, 49 and under, 30-49, 30 and over, or 50 and over.

 

 

Position

Occasionally content will be tested within a reel, usually to simulate a real viewing experience. If so, compare your results to those of videos tested in a certain position(s).

 

 

Account

If you have access to multiple dashboard accounts, cut your benchmark with videos from a particular account.

 

 

Exposure

Occasionally content will be tested with a 'Skip' option enabled, allowing participants to skip passed the media if it fails to capture their interest. You can cut your benchmark by these 'skippers'. 

Study

Benchmark against the results from a particular study or studies.

 

 

Emotions Date

Compare to results from a particular date range. Among other things, this allows you to compare your results to a specific previous project(s). 

The default 'Auto Emotions Date' setting only includes results collected before your test (any time before the last session collected for your video, to be precise). This is to prevent the norm changing as our database grows, avoiding any future inconsistencies between the dashboard and the original results you might have presented to a client, for instance. You can expand the benchmark to the entire database by selecting 'Any Emotions Date'.

 

 

Finally, for an at-a-glance view of your video's performance across every emotion in comparison to our norms database, read our guide to Using the Dashboard Norms.

For any additional questions about our norms, visit our Dashboard - Norms FAQ section or get in touch.