Emotionomics by Dan Hill |
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Dan Hill was key note lecturer at the yearly HSMAI conference the 5th of Oktober. He has done extensive research on facial coding and what sort of emotional responses could be deducted from the enormous film material of facial expressions that they collected. He is fascinated by the gap that exists between what people say and what people do. We feel before we think he argues. Less than 0,01% of our reactions are conscious. We respond within 3 seconds and most of the responses are through smell and 50% through visual information.We sense, we feel and than we act. Our first impressions are mostly through our sight. So the process works as follows, visual stimulation, emotional response, and rational answer. Dan has done research on eyetracking, and has discovered that our brains for 50% are occupied by working through our visual information.Through facial coding and eyeball tracking they know what emotions are evoked by commercial expressions. What sort of emotion does your website evoke, or the logo of your company. Facial coding is based on the 7 basic emotions; 1.Happiness, 2. surprise, 3.anger, 4.sadness, 5.fear,6.disgust, 7.contempt.
Sometimes they take disgust and contempt as one. Facial coding can now be used to do research on positioning statements. What is the emotional affect to your communication propositions. Dan Hill also decribes four key motivations; to defend, to acquire, to bond and to learn. These are very similar to our four basic motivations in our book. Dan states that there is no lying muscle in your face. A smile on your face is being directed by 43muscles and 23 expressions. They have analysed the smiles of well known people and presidentscandidates. There is an spontanious smile, and there is the social smile(grimace). The spontanious smile of happiness and surprise comes natural as a wave on the shore. A social smile for instance ends quite sharp(Hillary Clinton). Regarding the basic motivations this means for hospitality spaces and positions that they require as Steve Jobs claims, elegant simplicity.Firts impressions shoudl evoke pleasure, confort, and security. I believe that everybody in the business understands this intuitively but Dan makes it explicit so we can direct or stage our hospitality environments consciously.Sensory logic, the name of his company has doen research on the negative emotions that companies can evoke like loss of control, doubt and avoidance. These are the worst propositions that you can evoke. 87% of the people hates to wait in person, 72% hates to wait for downlaods, 57% hates to wait on the telephone, 49% waiting on telephone with music.
I believe that Dan Hill has a very interesting research prposition where we will have more deep insight what kind of emotions are evoked through any kind of expressions. Sensory logic also works for the secret services in the US. We will hear a lot more of him an dhis team in the near future
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