Case Study: Operate A/S improves political campaign poster testing with iMotions

Operate A/S evaluates 28 political campaign posters with iMotions

Operate A/S, a Copenhagen-based PR bureau, sought to scientifically evaluate the effectiveness of political election posters to understand voter engagement on a non-conscious level. To achieve this, they partnered with vendor iMotions to utilize its biosensor-based research platform, which integrated eye tracking, facial expression analysis, and galvanic skin response.

Using iMotions' software, Operate measured the reactions of 28 participants to various election posters. The study revealed that voters responded positively to genuine smiles and short, humorous messages, while showing frustration towards longer texts. These insights provided Operate with three actionable findings for creating more effective campaign materials, confirming that the technology could objectively measure emotional engagement. The vendor iMotions enabled a scalable research model that could be applied to political campaigns globally.

Operate A/S