GfK and Viacom win ESOMAR prize with “Comedy Central Power of Laughter” – GfK

Christian Kurz, Vice President of Research & Insight at Viacom International Media Networks, USA, added, “We approached GfK with an ambitious request to help us acquire international understanding of the impact of laughter on people’s viewing and engagement. We’re thrilled that ESOMAR has validated the innovative approach we took with GfK in proving that comedy really does boost positive response to advertising.”

GfK Press room

GfK and Viacom International Media Networks (VIMN) have won ‘Best Methodological Paper’ at the 2014 ESOMAR Congress for their joint paper called “Comedy Central Power of Laughter”. The award is given to the paper that shows the greatest technical and innovative interest and adds value to the tools available to researchers.

In selecting GfK and VIMN for this prestigious award, the ESOMAR jury singled out the thoroughness with which their research project had matched old and new and praised their approach as “a very rigorous way to deal with very usual factors”.

GfK and VIMN’s paper described the second phase of a multi-country study which used GfK EMO Scan – an award-winning facial scanning technology – to investigate how much more engaged audiences are when they are watching funny or humorous content. GfK’s technology decodes peoples’ subconscious emotional response to visual stimuli by tracking their subtle facial movements.

Julia Lamaison, Insight Director at GfK, comments, “the ESOMAR Congress is a ‘best in class’ conference where excellence and new research techniques are the norm, so we are delighted that the judges selected the ‘Power of Laughter’ study and recognized the impact that EMO Scan delivered within that.”

Christian Kurz, Vice President of Research & Insight at Viacom International Media Networks, USA, added, “We approached GfK with an ambitious request to help us acquire international understanding of the impact of laughter on people’s viewing and engagement. We’re thrilled that ESOMAR has validated the innovative approach we took with GfK in proving that comedy really does boost positive response to advertising.”

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