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Don't Lie to Me!
Can Facial Coding Decipher What Consumers & Physicians Really Think About Pharma Ads?

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A conversation with Dan Hill, President of Sensory Logic, Inc. about research results using facial coding techniques to discover the true emotions off viewers of pharmaceutical ads. (See guest bio).

Aired LIVE on: Tuesday, 26 October 2010

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Background

Sensory Logic, Inc. has completed numerous market research projects for pharmaceutical companies over the past 12 years since the company was founded, including AstraZeneca, Merck, and Pfizer to name a few. One of the specialty market research tools the company employs includes facial coding, first developed by Dr. Paul Ekman and is the only market research tool featured for 30 pages in Malcolm Gladwell's "Blink." This non-invasive tool allows us to help our clients understand the emotional connection of their market research efforts (for example, what consumer are really feeling about their tv commercials, print ads, websites, as opposed to what they say.)

Sensory Logic has conducted market research with physicians to understand their input regarding new drug commercials and new drugs and has also conducted research with consumers and how they feel about ease of use for pharmaceutical websites, etc.

Questions/Topics Discussed

  • What's so special about facial expressions?
  • An example of how actors' facial expressions can influence how ads are perceived.
  • Real patient testimonials are OK, but they hamstring the ad's performance.


Guest Bio

Dan HillDan Hill is a recognized authority on the role of emotions in consumer and employee behavior with over a decade of experience running his scientific, emotional insights consultancy: Sensory Logic, Inc. One of the company's unique research tools is facial coding which is highlighted in Malcolm Gladwell's best-seller Blink and serves as the basis for Fox's prime-time hit "Lie to Me."

A frequent speaker at business conferences and seminars from coast to coast, as well as in Europe and Asia, Dan's blue-chip clients have included Target, Toyota, Reebok, Whirlpool, American Express, Capital One, Nokia, GlaxoSmithKline, among dozens of other major brands.

Dan appeared on "The Today Show," FOX, CNN, and MSNBC regarding his facial coding analysis of the 2008 Presidential Election. Other TV appearances have involved baseball's steroid scandal and criminal cases.

Among Dan's books is Emotionomics: Leveraging Emotions for Business Success (Kogan Page Publishing, 2009), was chosen by Ad Age as one of the top 10 must-read books of 2009. Dan's newest book, About Face: Ten Secrets to Emotionally Effective Marketing, will be released in September, 2010 (Kogan Page Publishing).


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