Featured Research

from universities, journals, and other organizations

Emotion detector enables design of tailor-made election campaigns

Date:
September 25, 2012
Source:
Basque Research
Summary:
Messages, attires, gestures, themes or melodies that are liked by the public are some of the aspects that guarantee the success of a political party. Researchers are now helping to define such feelings thanks to Sentient, a "feelings detector". This device issues reports on the positive or negative perception of some people to the stimuli of their environment. Thus, Sentient provide campaign managers with the necessary information to determine, adjust or even enhance the elements influencing voters' intentions.

Messages, attires, gestures, themes or melodies that are liked by the public are some of the aspects that guarantee the success of a political party. FIK and TECNALIA are now helping to define such feelings thanks to Sentient, a "feelings detector." This device issues reports on the positive or negative perception of some people to the stimuli of their environment. Thus, FIK and TECNALIA provide campaign managers with the necessary information to determine, adjust or even enhance the elements influencing voters' intentions.

Sentient is comprised by a heart rate monitor that measures the variations of the heartbeat and certain parameters deriving from it. TECNALIA researchers have created a system that, using the readings of a standard device (a commercial health rate monitor available to everyone), allows them to discern the intensity and emotional value of an individual at a given moment, and transmits this information via Bluetooth to a Smartphone that processes this information.

This emotion detector is used in controlled media, and on a group of people selected according to the needs of the political party based on tthe population groups that they wish to target, usually the undecided voters. Sentient transmits a series of parameters that may help in defining how an election campaign should be developed for a specific political party to earn the approval of the voters, by establishing an emotional link with them. This way, TECNALIA and its partner El Bureau de la Comunicacion, a Bilbao-based state-of-the-art advertising agency, can help political parties to design the most appropriate campaign strategies to achieve their goals.

Sentient measures the initial perception of the candidate in the study group -- which may be positive or negative-, the intensity, the effectiveness of the speech -- if they like how things are said or not -, and if the structure and the language are appropriate. They can also develop a comparative assessment of different candidates regarding specific issues, such as the economy, education, immigration, etc. Thus Sentient provides information for campaign managers so that they adapt such parameters for the purpose of achieving a greater impact on voters.

Other uses for Sentient

The original goal of this device is to function as an automatic emotional transmitter. The technology can be used to measure the emotional response to different types of stimuli and therefore.can have numerous applications, such as in the marketing area -- to know the impact of advertisements and television on the viewers -, and the healthcare field -- to transmit the feelings of people who are unable to communicate.

In fact, Sentient has been used in a neuromarketing study that measured the emotional response to a series of TV adverts pursuing one goal: to aid the debate on the convenience to focus publicity about social issues on positive or negative messages.


Story Source:

The above story is based on materials provided by Basque Research. Note: Materials may be edited for content and length.


Cite This Page:

Basque Research. "Emotion detector enables design of tailor-made election campaigns." ScienceDaily. ScienceDaily, 25 September 2012. <www.sciencedaily.com/releases/2012/09/120925091605.htm>.
Basque Research. (2012, September 25). Emotion detector enables design of tailor-made election campaigns. ScienceDaily. Retrieved April 18, 2014 from www.sciencedaily.com/releases/2012/09/120925091605.htm
Basque Research. "Emotion detector enables design of tailor-made election campaigns." ScienceDaily. www.sciencedaily.com/releases/2012/09/120925091605.htm (accessed April 18, 2014).

Share This



More Science & Society News

Friday, April 18, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Drought Concerns May Hurt Lake Tourism

Drought Concerns May Hurt Lake Tourism

AP (Apr. 18, 2014) Operators of recreational businesses on western reservoirs worry that ongoing drought concerns will keep boaters and other visitors from flocking to the popular summer attractions. (April 18) Video provided by AP
Powered by NewsLook.com
Small Reactors Could Be Future of Nuclear Energy

Small Reactors Could Be Future of Nuclear Energy

AP (Apr. 17, 2014) After the Fukushima nuclear disaster, the industry fell under intense scrutiny. Now, small underground nuclear power plants are being considered as the possible future of the nuclear energy. (April 17) Video provided by AP
Powered by NewsLook.com
Heartbleed Hack Leads To Arrest

Heartbleed Hack Leads To Arrest

Newsy (Apr. 17, 2014) A 19-year-old computer science student has been arrested in relation to a data breach of 900 social insurance numbers from Canada's revenue agency. Video provided by Newsy
Powered by NewsLook.com
Scientists Create Stem Cells From Adult Skin Cells

Scientists Create Stem Cells From Adult Skin Cells

Newsy (Apr. 17, 2014) The breakthrough could mean a cure for some serious diseases and even the possibility of human cloning, but it's all still a way off. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins