\n“Sistemul nostru este unic, pentru c\u0103 identific\u0103 reac\u0163iile emo\u0163ionale autentice ale oamenilor atunci c\u00e2nd sunt expu\u015fi la mesajele publicitare, \u00eentr-un mediu similar celui natural”, spune Nathalie Mandavit, global director GfK Communication Efficiency.<\/p>\n
\n\u201dFolosirea unui cadru care s\u0103 simuleze realitatea este absolut esen\u0163ial pentru a surprinde reac\u0163iile spontane, autentice ale oamenilor la clipurile publicitare. Aceasta \u00eenseamn\u0103 c\u0103 putem m\u0103sura reac\u0163iile emo\u0163ionale cu mult\u0103 fine\u0163e.<\/p>\n
\nC\u00e2nd aceste rezultatele sunt integrate cu informa\u0163iile despre emo\u0163iile declarate ale unei persoane fa\u0163\u0103 de o reclam\u0103, ob\u0163inem o poveste complet\u0103 despre cum se implic\u0103 emo\u0163ional consumatorii atunci c\u00e2nd privesc o reclam\u0103. Aceasta ofer\u0103 direc\u0163ii importante care contribuie \u00een mod semnificativ la succesul clien\u0163ilor no\u015ftri \u00een \u00eembun\u0103t\u0103\u0163irea mesajelor publicitare”.<\/p>\n
\nAl\u0103turi de GfK EMO Sensor, instrumentul care m\u0103soar\u0103 emo\u0163iile declarate ale consumatorilor, EMO Scan completeaz\u0103 portofoliul GfK de testare de reclame, ad\u0103ug\u00e2nd o nou\u0103 modalitate de m\u0103surare a emo\u0163iilor.<\/p>\n
\nGfK EMO Scan a c\u00e2\u015ftigat \u00een 2012 premiul pentru Inova\u0163ie din partea BVM, cea mai important\u0103 asocia\u0163ie german\u0103 a profesioni\u015ftilor din cercetarea de pia\u0163\u0103 \u015fi cea social\u0103. EMO Scan este rezultatul comercial al unei colabor\u0103ri \u015ftiin\u0163ifice \u015fi tehnice \u00eentre GfK, Institutul Fraunhofer pentru Circuite integrate (IIS) \u015fi CIAS – Centrul Elve\u0163ian pentru \u015ftiinte Afective de la Universitatea din Geneva, condus\u0103 de profesorul Klaus R. Scherer, doctor \u00een psihologie.<\/p>\n
\nPrezent\u0103 pe pia\u0163a local\u0103 din 1992, GfK Rom\u00e2nia a \u00eenregistrat o cifr\u0103 de afaceri de aproape 11 milioane euro \u00een 2011. Activit\u0103\u0163ile GfK Rom\u00e2nia sunt structurate \u00een dou\u0103 sectoare, Consumer Experiences \u015fi Consumer Choices.<\/p>\n
\nSectorul Consumer Experiences este specializat \u00een probleme de marketing opera\u0163ional \u015fi strategic \u00een practic toate industriile \u015fi pie\u0163ele. Grupul GfK este una dintre cele mai mari companii de cercetare de pia\u0163\u0103 din lume, cu peste 11.000 de exper\u0163i care se dedic\u0103 zi de zi descoperirii de noi perspective asupra modului \u00een care oamenii tr\u0103iesc, g\u00e2ndesc \u015fi cump\u0103r\u0103, \u00een peste 100 de \u0163\u0103ri.<\/p>\n
\n <\/p>\n","protected":false},"excerpt":{"rendered":"
GfK a integrat EMO Scan, un instrument nou de m\u0103surare a emo\u0163iilor, \u00een sistemul s\u0103u de testare a reclamelor. Disponibil din martie 2013 \u015fi \u00een Rom\u00e2nia, EMO Scan analizeaz\u0103 mi\u015fc\u0103rile faciale ale consumatorilor \u00een timp real, atunci c\u00e2nd urm\u0103resc clipuri publicitare, utiliz\u00e2nd webcam-uri.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[8225,5238,13982,6266,13789,5591,11646,98,7287,7853,97,19707,16025],"class_list":["post-80379","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-analiza","tag-consumatori","tag-integrare","tag-oameni","tag-reactii","tag-real","tag-reclame","tag-romania","tag-sistem","tag-studiu","tag-testare","tag-timp","tag-urmarire"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/80379","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=80379"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/80379\/revisions"}],"predecessor-version":[{"id":93493,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/80379\/revisions\/93493"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=80379"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=80379"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=80379"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}