High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less reliable, in Asian cultures due to the prevalence of response bias. Facial coding represents an opportunity to measure true emotional responses that can mitigate that bias, but facial expressions tend to be significantly more subtle and fleeting in Asian cultures. Given these dual challenges, we present a solution path towards better communication of, and the science behind, emotional insights. We also present results from the first facial expression-sales prediction study in China, in conjunction with Mars Inc., to further explore how facial expressions are connected to actual Asian consumer behaviour.
This presentation details the behaviour measurement methodology developed for reliable evaluation of Unilever Oral Care Social Mission Project targeted at children. It details the application of the methodology in small towns of Indonesia, where lower income households constitute the bulk of the population. Learnings from over 1500 weeks of behaviour data relating to the evaluation of this social mission project and the methodology are also presented, along with suggestions for further development and adaptation for different social mission projects.