Case Study: MARS achieves more accurate sales prediction with Affectiva's Affdex

MARS - Customer Case Study

Mars, Inc. wanted to determine whether its advertising was evoking the intended emotions in consumers and whether those emotional responses could predict sales. To do this, MARS worked with Affectiva using Affdex for Market Research to study ad effectiveness across multiple markets and product lines.

Affectiva and MARS ran a large-scale study with more than 1,500 participants in France, Germany, the UK, and the US viewing over 200 ads while webcam-based facial reactions were captured and analyzed. The results showed that Affectiva’s facial coding and emotion analytics predicted short-term sales better than self-report alone, and combining both methods delivered the best results with 75% accuracy. The study also revealed that chocolate ads drove the highest emotional engagement, while food ads were the least engaging.

MARS