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Smyle Introduces Emotion Analytics to Address Measurement Challenge
In an industry first, creative agency Smyle is embracing experimental technologies to measure the emotional impact of physical and digital events in real time. Built to be secure and anonymous, the novel measurement practice adopts facial recognition, pulse rate sensors and neurotechnology to track feelings of joy, excitement, nervousness or even boredom among event attendees.
Called Return on Emotion, this exciting new approach is part of the new Smyle measurement practice, Smyle Metric, created in response to an array of vague vanity metrics and malpractices – i.e. reporting results which look good on paper but don’t actually provide any context or actionable insights. Smyle Metric is the first of its kind to provide brands with honest analytics that can potentially influence positive change as it happens. In an age of ephemeral marketing metrics, Smyle’s new approach to analytics provides valuable insights into what matters: audience beliefs, behaviours and emotional responses, all in order to make future live experiences even more successful.
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“This is our answer to an industry-wide problem and raises the bar on out-dated measurement practices,” says Dax Callner, Strategy Director at Smyle. “We are in the business of creating an emotional response in our audience, yet historically there haven’t been tools to measure emotional impact. When we deliver positive emotional resonance, we know the result will have profitable impact on our clients’ business.”
Studies show that customers who are emotionally connected to brands are 52% more valuable than those who are just satisfied, so impacting audience emotions is key to the success of live events. Smyle’s new methodology carefully measures the impact of the event and provides valuable insights into whether the audience response matches the experience’s intent. These insights can then be used to craft ever-more emotionally impactful experiences over time.
Research into audience emotion is still in its infancy, but Smyle has a number of reliable technologies to gain insights on audience emotion during both physical and virtual events – from thermal imaging cameras and voice recognition technology all the way through to expression recognition software and wristband heart rate monitors. Analysing facial movements either through cameras on site, lightweight wearables or webcams in a virtual setting can accurately determine the feelings of guests at any given time during the event. For more intimate events, neurotechnology headsets can even be used to measure electrical activity of the brain and signpost moments of excitement, relaxation or focus. A more discreet option is to build tiny sensors into wristbands to detect small changes in the electrical resistance of the skin or measure heart rates to reveal changes in the wearer’s emotion.
For every one of these options, guests will always be made aware of the application of these technologies and given the choice to opt in or out. In addition, no individual’s identifying features will be either recorded or stored.
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As part of the Smyle Metric practice, which launches this week, Smyle’s focus is on measuring what matters, and providing clients with data on strategic areas ofaudience belief, behaviour and emotional response. Not only can this information be readily available to brands in an easy to digest report after an event, but attendee data can even be accessed using real-time dashboards during the event itself, allowing Smyle experts to immediately make adjustments as the experience unfolds. The Smyle methodology also includes an approach to evaluating event environmental impact, an important addition for brands with front-facing sustainability initiatives.
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Racial Identity: Getting another job as a person of color is so difficult, no matter how talented you are.
Some of it is sussing out, “How many people were in that role before?” I&#;m talking to other people, not only during a search process but ideally informally outside of the process, to get to know a bit about the culture of the team org and that person. I will say is that when that&#;s navigated well and you can get trusting relationships, that&#;s not always easy. Streets will talk. From where I sit and the information I can get, the kinds of things people tell me about people in org is wow.
If I get people in a lot of work environments, let’s talk and you keep it real. It&#;s about framing it as a, “I want to be real skinny because this is important for me.” Some of it is a personalized thing, “I&#;m not going to attribute to you. I want to understand because this is my livelihood. I want to make sure that I can get a place where I can thrive.” For a lot of people, when you open up your vulnerability, I think enough people react well to that.
You can get honest feedback. Vulnerability can be used as the Excalibur to get past the fog of toxic leadership. Vulnerability at the same time with toxic leaders is not something I would use with them but with other people around them. Toxic leaders will want to use your vulnerability and hurt you. You have to protect yourself a good deal. I would say you have to play the politician. You have to play the okie-doke in order for them to survive. To be safe around them.
Thank you for everything. I appreciate your knowledge and insights and how this is personal to you. With that being said, what would you leave our readers with related to words of wisdom?
I&#;m going to read what is always my default favorite quote which I think will be apropos. I&#;ll give you the background of this. I got this James Baldwin quote and it&#;s from Nobody Knows My Name. When one of my friends who I went to NYU with left her job in a public theater, she had a big going away party. She decided to go to Asia to move. She’s Filipino like me. What&#;s also cool was that I got to see the last Noise Funk on Broadway, where Savion Glover came back and Gregory Hines tapped with him. It was surreal.
She took me to that show. She said, “Ron, why don&#;t you come over here?” I was like, “I’ll come.” Having seen Hamilton live, that will probably supplant Noise Funk, admittedly. Noise Funk is the best Broadway production I&#;ve seen in years. It&#;s better than Les Mis. I&#;ve seen a lot of stuff but the context of this quote is that she was giving this on a postcard to people to give understanding as to why she was doing what she was doing.
I think this will help with understanding generally when you&#;re undergoing toxic leadership, something that is grounding about what&#;s on the other side of beyond toxic leadership. “To any real change implies the breakup of the world as one has always known it. The loss of all that gave one an identity, the end of safety. At such a moment, unable to see and not daring to imagine what the future will now bring forth, one clings to what one knew or dreamed that possessed.&#;
&#;Yet, it is only when a man is able, without bitterness or self-pity, to surrender a dream he has long possessed that he is set free. He set himself free for higher dreams for greater privileges.” I think about that quote. It’s letting go. Letting go is the hardest thing in this situation because you think it&#;s you but you got to let go of that thing you&#;re involved in. That&#;s hard because you bring that as part of your identity.
Thank you for sharing that. Before we go, one of the things we talked about is the power of relationships. With that being said, how can people get ahold of you?
Messenger pigeon or they can send smoke signals. If you are intuitive like me, you just have do a Professor X. If you&#;re a five senses person, you can find me on Instagram or Twitter @PhenomeRon. I&#;m also easily findable on LinkedIn or Facebook. Look up Ron Rapatalo. I like to brag so I&#;ll brag here. My LinkedIn connections are closing in on 20, I&#;m always looking to add more people. I&#;d like to get to the 30,connection limit because the more amazing people you have in your network, I think the richer my life becomes. Come at me. I&#;m always happy to chat.
Thank you, Ron.
You&#;re welcome.
I appreciate crossing paths with you and having this wonderful conversation.
Thank you. I appreciate it.
Yeah. I thank you for reading. Until next time.
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About Ron Rapatalo
Ron Rapatalo’s career vision is coaching, connecting, and inspiring others to find their best selves through healthier living, increased mindfulness/interconnection, and stronger intention/strategy. He believes in the power of intuition and deepening one’s self-awareness and impact on others. He also believes that we must dismantle systems of oppression and racism to recover our fullest humanity.
Ron has been a talent shepherd for 15+ years, recruiting and selecting thousands of candidates to become education and nonprofit leaders. He joined Edgility full-time in September after consulting with them and other search firms for over 4 years.
Ron is also a coach, giving career advice on how to navigate career transitions and present oneself from networking to interviewing. He also supports others on how to live healthier lives. He believes in the power of connecting with others to support, nurture and develop our talents. He is an active member of the NYU alumni community for over 20 years, currently serving as an Officer Emeritus of the NYU Alumni Association. He is also an active member of the Education Leaders of Color and a Coro Leadership New York alumnus.
In his spare time, Ron loves spending time with his wife Shanita and his daughters Sofia and Ava, whether it’s watching reality TV, enjoying Jeopardy!, or devouring favorite movies/shows on Netflix. He’s also an avid yoga practitioner, meditator, and obstacle course racer. A native New Yorker, he’s a rabid New York Yankees and New York Giants fan.