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.

EmotionAll® is a 1 to 10 score used to rank your video content against all the other videos in our global database.

You can see the EmotionAll® score of any video at a glance - it's the number in the top left corner of each thumbnail. The scores also have their own page - which you can access by clicking on the thumbnail of the video you're after. Use the search function if the video isn't one you've tested recently.

 

 

From there, click on the 'EmotionAll®' tab in the upper right corner. The scores are displayed one video at a time, but you can select different videos in the study using the 'Select media' button in the upper left corner.

 

 

The overall EmotionAll® Score is a composite score. It consists of:

• 20% Attraction
• 20% Engagement
• 30% Retention
• 30% Impact

These proprietary metrics were derived from academic literature, including the work of Daniel Kahneman, Teixera, et al., and our own extensive experience. See the full definitions of each metric below:

• Attraction: This metric denotes whether the video manages to grab the audience's attention by measuring the peak in surprise within the first 8 seconds of viewing.
• Engagement: This metric indicates the overall emotional reaction to the video, reflected in the peak level of engagement reached throughout the video.
• Retention: Measured by the peak of happiness reached throughout the video - it represents how well the video maintains the attention of its audience.
• Impact: This metric is based on Daniel Kahneman's peak-to-end rule, that the impression left by an advert is determined by the emotions evoked at its peak and at the end. It is the average of the peak happiness value and the end happiness value.

The bar chart is a histogram of all the scores in our database, displaying their distribution and how the video being tested compares. The colours are indicative of the various degrees from best – green (10) – to worst – red (1). The average EmotionAll® score is about 5.5. The text at the top of the EmotionAll® page indicates the percentile the video falls into.

The number of videos in our database is constantly increasing - so the norms to which a video is being compared are constantly changing. Our EmotionAll® page dynamically updates to account for these changes, which means both the distribution of ads in our database as well as the reported scores may change over time.

 

 

If you scroll further down the EmotionAll® page, you will find the definitions of each of the constituent metrics, along with a summary of the video's performance in each area. The green dashed line represents the single highest peak that has been reached by any video in our database, while the red dashed line represents the single lowest trough of any video. The solid lines represent the performance of the video in question. Once again, the histograms represent how the video's scores compare to all the other videos in our database.

 

 

The 'Export Powerpoint' function available in the top right corner can be used to export the images from the EmotionAll® page to slide form.

 

 

 

Lastly, EmotionAll® Scores are available broken down by demographic or survey question segments - so they can be used to determine the highest performing audiences to help guide targeting decisions. You can view the segmented EmotionAll® scores on the charts page.

To do so, select the 'Charts' tab in the upper right corner. Then select 'EmotionAll®' under the 'Metrics' filter on the left. This will result in EmotionAll® Scores being displayed underneath the chart.

To view the segmented scores, select 'Compare' under your filter of interest. For example, in the image below the EmotionAll® Scores are displayed by gender.

 

 

When the 'EmotionAll®' metric is selected, you are only able to view the traces for the emotions that are used to calculate the EmotionAll® scores - these are Happy, Surprise, and Engagement. When the Happy trace is displayed, the relevant EmotionAll® metrics (Retention and Impact) are highlighted beneath the chart. Likewise, the Engagement metric is highlighted when the Engagement trace is displayed and the Attraction metric is highlighted when the Surprise trace is displayed.

For any additional questions about using EmotionAll® Scores, visit our Dashboard - EmotionAll® Score FAQ section or get in touch.

The Pro Survey is our standardized survey that includes a predefined set of questions. This standardized questionnaire allows us to build survey norms and have automatic survey metric calculations that appear directly on our dashboard for easy access and segmentation. Here is the link where you can download and preview the Pro questionnaire.

Once your Pro study has completed, you can view the survey results on the dashboard by opening the study to the Charts tab:

On the left-hand side of the charts page you will see a section titled 'Survey Metrics' under which a number of different measures are listed:

To view the survey results for your video(s), click on each measure that you are interested in. The results will then appear in the summary section on the right-hand side of the screen:

The norms are displayed to the right of your video’s scores in grey for easy comparison. Visit our ‘Creating Custom Norms’ instructions here to learn how to customize the norm that is being used. If the norm is not appearing once you have set it, it is likely that we have not yet tested enough videos in that category. In this case you will just need to broaden the norm that is being applied.

If an upwards facing arrow is displayed next to your video’s score, then it performed significantly above the norm value. If there is a downward facing arrow the video scored significantly lower than norm. No arrow indicates there is not a significant difference between the video and the norm.

The definitions of each of these metrics and which survey question they align with can be found below:

Brand Favorability Metrics (Q4 and Q8):

• BF (Pre) (Q4): The average 1-10 brand favorability rating BEFORE viewing the video
• BF (Post) (Q8): The average 1-10 brand favorability rating AFTER viewing the video
• BF (Lift) (Q4 & Q8): The percentage difference between the POST and PRE viewing groups in average ranking on the 1-10 scale. (POST Group Avg – PRE Group Avg)/PRE Group Avg 
  • The 1-10 rating scale is based on the following indexing system: 

Favorability Indexing	Score
Very Positive	10
Somewhat Positive	7.75
Neither Positive nor Negative	5.5
Somewhat Negative	3.25
Very Negative	1
Don't Know Brand	Excluded from calculations

Purchase Intent Metrics (Q5 and Q9):

• PI (Pre) (Q5): The average 1-10 purchase intent rating BEFORE viewing the video
• PI (Post) (Q9): The average 1-10 purchase intent rating AFTER viewing the video
• PI (Lift) (Q5 & Q9): The percentage difference between the POST and PRE viewing groups in average ranking on the 1-10 scale. (POST Group Avg – PRE Group Avg)/PRE Group Avg
  • The 1-10 rating scale is based on the following indexing system:

Purchase Intent Indexing	Score
Very Likely	10
Somewhat Likely	7.75
Neither Likely nor Unlikely	5.5
Somewhat Unlikely	3.25
Very Unlikely	1
Don't Know Brand	Excluded from calculations

 Brand Recall Metric (Q7):

• BrandRecall: The percentage of people that correctly recognized the brand. A brand is only considered recognized if the correct spelling is used.

Sentiment Analysis Metric (Q6):

• Sentiment Score: A single score that indicates overall emotional sentiment of open-ended responses on a positive to negative scale of +10 to -10.
• Positive%: The percentage of open-ended responses that are categorized by our algorithms as positive
• Negative%: The percentage of open-ended responses that are categorized by our algorithms as negative
• Neutral%: The percentage of open-ended responses that are categorized by our algorithms as Neutral
• Ambiguous%: The percentage of open-ended responses that are categorized by our algorithms as ambiguous (contain both positive and negative statements)

Campaign Objectives (Q10)

• I like the video
  • Likeability%: The percentage of top-2-box answers (Strongly Agree/Somewhat Agree)
  • Likeability Score: The average 1-10 ranking on the agreement scale
• The video has interesting information
  • Informative%: The percentage of top-2-box answers (Strongly Agree/Somewhat Agree)
  • Informative Score: The average 1-10 ranking on the agreement scale
• I would remember the video
  • Memorability%: The percentage of top-2-box answers (Strongly Agree/Somewhat Agree)
  • Memorability Score: The average 1-10 ranking on the agreement scale
• I want to know more about what is advertised in the video
  • Intrigue%: The percentage of top-2-box answers (Strongly Agree/Somewhat Agree)
  • Intrigue Score: The average 1-10 ranking on the agreement scale
• I would share the video on social media
  • Shareability%: The percentage of top-2-box answers (Strongly Agree/Somewhat Agree)
  • Shareability Score: The average 1-10 ranking on the agreement scale
• I would watch the video again
  • Viewability%: The percentage of top-2-box answers (Strongly Agree/Somewhat Agree)
  • Viewability Score: The average 1-10 ranking on the agreement scale

 

• The 1-10 rating scale is based on the following indexing system:

Agreement Scale Indexing	Score
Strongly Agree	10
Somewhat Agree	7.75
Neither Agree nor Disagree	5.5
Somewhat Disagree	3.25
Strongly Disagree	1

 

In addition to the automatically calculated metrics, filters for each question can be found on the left-hand side of the page. These filters allow you to view the percentage of people that selected each answer option and to segment the emotions data by selected answers.

For example, by clicking ‘Compare’ under Brand Recall you will be able to look at the emotions results segmented by those that did ‘Not recognize’ the brand and those that ‘Recognized’ the brand:

 

 

You can change the numbers under the views section to show the percentage of people that fall into each group by clicking on the ‘Views’ label:

The following filters are included on the dashboard by default:

Pre/Post Brand Favorability and Pre/Post Purchase Intent:

 

• Target Brand: the target brand was rated higher than all competitor brands
• No Preference: the target brand and at least 1 competitor brand were rated equally as highest
• Competitor Brand: at least 1 competitor brand was rated higher than the target Brand

Brand Recall:

• Recognized: the target brand was mentioned with correct spelling
• Not Recognized: the target brand was not mentioned, or spelling was incorrect

Sentiment Analysis:

 

• Positive: open-ended responses are categorized by our algorithms as positive
• Negative: open-ended responses are categorized by our algorithms as negative
• Neutral: open-ended responses are categorized by our algorithms as neutral
• Ambiguous: open-ended responses are categorized by our algorithms as ambiguous (contain both positive and negative statements)

Campaign Objective Agreement:

 

• Agree: either Strongly Agree or Somewhat Agree selected (Top-2-Box)
• Disagree: either Somewhat Disagree or Strongly Disagree selected (Bottom-2-Box)
• Neither Agree nor Disagree: neither agree nor disagree selected