{"id":1162,"date":"2015-08-04T16:35:00","date_gmt":"2015-08-04T20:35:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1162"},"modified":"2022-05-24T16:35:48","modified_gmt":"2022-05-24T20:35:48","slug":"les-emotions-ca-se-mesure","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/en\/les-emotions-ca-se-mesure\/","title":{"rendered":"LES \u00c9MOTIONS, \u00c7A SE MESURE!"},"content":{"rendered":"<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Dans un blogue ant\u00e9rieur, je soulignais l\u2019importance des \u00e9motions en publicit\u00e9, les d\u00e9fis associ\u00e9s \u00e0 leur mesure et les limitations des \u00e9motions auto-rapport\u00e9es par le consommateur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">C\u2019est bien connu, l\u2019expression verbale des \u00e9motions a une validit\u00e9 contestable : d\u2019une part, elle est filtr\u00e9e, consciemment ou inconsciemment; d\u2019autre part, la plupart des gens peinent \u00e0 trouver les mots pour exprimer pr\u00e9cis\u00e9ment ce qu\u2019ils ressentent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Heureusement, il est maintenant possible d\u2019\u00e9tablir une mesure objective des \u00e9motions en analysant les expressions faciales, v\u00e9hicules universels d\u2019\u00e9motions (sauf peut-\u00eatre pour les joueurs de poker, pass\u00e9s ma\u00eetres dans l\u2019art de les masquer!). De nombreuses solutions existent aujourd\u2019hui (ex. : Noldus, Affectiva, Nviso, Emotient, Eyeris, Sension, etc.). La plupart sont bas\u00e9es sur les travaux de Paul Ekman, \u00e9minent psychologue am\u00e9ricain, pionnier dans l\u2019\u00e9tude des \u00e9motions et de leur lien avec les expressions faciales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Comment \u00e7a fonctionne? Alors qu\u2019une personne regarde un stimulus donn\u00e9 sur son \u00e9cran d\u2019ordinateur (ex. : publicit\u00e9), une webcam filme son visage en gros plan et y applique une grille de d\u00e9tection des expressions faciales. Ces expressions sont ensuite analys\u00e9es \u00e0 l\u2019aide d\u2019un syst\u00e8me de codification faciale automatis\u00e9 qui d\u00e9duit les \u00e9motions de base (joie, surprise, tristesse, peur, col\u00e8re et d\u00e9go\u00fbt). Chacune de ces \u00e9motions est repr\u00e9sent\u00e9e par une courbe refl\u00e9tant l\u2019\u00e9volution en temps r\u00e9el de l\u2019\u00e9motion tout au long du visionnement du stimulus. Les r\u00e9sultats peuvent ensuite \u00eatre analys\u00e9s sur une base individuelle ou de mani\u00e8re agr\u00e9g\u00e9e (ex. : par groupe d\u2019\u00e2ge, selon le sexe, etc.). Il est ainsi possible de d\u00e9terminer avec pr\u00e9cision la nature des \u00e9motions ressenties, mais aussi le moment pr\u00e9cis o\u00f9 ces \u00e9motions sont ressenties.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"VicarVision - FaceReader Classifications Demo\" width=\"580\" height=\"326\" src=\"https:\/\/www.youtube.com\/embed\/cvjHHD_qgEU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Ces nouvelles possibilit\u00e9s sont enthousiasmantes pour le chercheur marketing que je suis (si vous pouviez lire mon expression faciale, vous y verriez de la joie), mais, malheureusement, elles sont pour l\u2019instant plut\u00f4t limit\u00e9es. Elles ne d\u00e9tectent qu\u2019un nombre r\u00e9duit d\u2019\u00e9motions, certes de base, mais loin d\u2019\u00eatre exhaustives. Avec tout l\u2019int\u00e9r\u00eat que l\u2019on porte \u00e0 la mesure des \u00e9motions, il ne fait aucun doute que les outils se raffineront dans le futur et corrigeront cette lacune.<\/p>","protected":false},"excerpt":{"rendered":"<p>Il est maintenant possible d\u2019\u00e9tablir une mesure objective des \u00e9motions en analysant les expressions faciales, v\u00e9hicules universels d\u2019\u00e9motions (sauf peut-\u00eatre pour les joueurs de poker, pass\u00e9s ma\u00eetres dans l\u2019art de les masquer!). De nombreuses solutions existent aujourd\u2019hui (ex. : Noldus, Affectiva, Nviso, Emotient, Eyeris, Sension, etc.). La plupart sont bas\u00e9es sur les travaux de Paul Ekman, \u00e9minent psychologue am\u00e9ricain, pionnier dans l\u2019\u00e9tude des \u00e9motions et de leur lien avec les expressions faciales.<\/p>\n<p>Comment \u00e7a fonctionne? Alors qu\u2019une personne regarde un stimulus donn\u00e9 sur son \u00e9cran d\u2019ordinateur (ex. : publicit\u00e9), une webcam filme son visage en gros plan et y applique une grille de d\u00e9tection des expressions faciales. Ces expressions sont ensuite analys\u00e9es \u00e0 l\u2019aide d\u2019un syst\u00e8me de codification faciale automatis\u00e9 qui d\u00e9duit les \u00e9motions de base (joie, surprise, tristesse, peur, col\u00e8re et d\u00e9go\u00fbt). Chacune de ces \u00e9motions est repr\u00e9sent\u00e9e par une courbe refl\u00e9tant l\u2019\u00e9volution en temps r\u00e9el de l\u2019\u00e9motion tout au long du visionnement du stimulus. Les r\u00e9sultats peuvent ensuite \u00eatre analys\u00e9s sur une base individuelle ou de mani\u00e8re agr\u00e9g\u00e9e (ex. : par groupe d\u2019\u00e2ge, selon le sexe, etc.). Il est ainsi possible de d\u00e9terminer avec pr\u00e9cision la nature des \u00e9motions ressenties, mais aussi le moment pr\u00e9cis o\u00f9 ces \u00e9motions sont ressenties.<\/p>","protected":false},"author":5,"featured_media":1163,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[22,21,19],"tags":[],"class_list":["post-1162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrevues-individuelles","category-evaluations-publicitaires-et-communicationnelles","category-groupes-de-discussion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LES \u00c9MOTIONS, \u00c7A SE MESURE! - Ad Hoc Recherche<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adhoc-recherche.com\/en\/les-emotions-ca-se-mesure\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LES \u00c9MOTIONS, \u00c7A SE MESURE! - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"Il est maintenant possible d\u2019\u00e9tablir une mesure objective des \u00e9motions en analysant les expressions faciales, v\u00e9hicules universels d\u2019\u00e9motions (sauf peut-\u00eatre pour les joueurs de poker, pass\u00e9s ma\u00eetres dans l\u2019art de les masquer!). De nombreuses solutions existent aujourd\u2019hui (ex. : Noldus, Affectiva, Nviso, Emotient, Eyeris, Sension, etc.). La plupart sont bas\u00e9es sur les travaux de Paul Ekman, \u00e9minent psychologue am\u00e9ricain, pionnier dans l\u2019\u00e9tude des \u00e9motions et de leur lien avec les expressions faciales. Comment \u00e7a fonctionne? Alors qu\u2019une personne regarde un stimulus donn\u00e9 sur son \u00e9cran d\u2019ordinateur (ex. : publicit\u00e9), une webcam filme son visage en gros plan et y applique une grille de d\u00e9tection des expressions faciales. Ces expressions sont ensuite analys\u00e9es \u00e0 l\u2019aide d\u2019un syst\u00e8me de codification faciale automatis\u00e9 qui d\u00e9duit les \u00e9motions de base (joie, surprise, tristesse, peur, col\u00e8re et d\u00e9go\u00fbt). Chacune de ces \u00e9motions est repr\u00e9sent\u00e9e par une courbe refl\u00e9tant l\u2019\u00e9volution en temps r\u00e9el de l\u2019\u00e9motion tout au long du visionnement du stimulus. Les r\u00e9sultats peuvent ensuite \u00eatre analys\u00e9s sur une base individuelle ou de mani\u00e8re agr\u00e9g\u00e9e (ex. : par groupe d\u2019\u00e2ge, selon le sexe, etc.). Il est ainsi possible de d\u00e9terminer avec pr\u00e9cision la nature des \u00e9motions ressenties, mais aussi le moment pr\u00e9cis o\u00f9 ces \u00e9motions sont ressenties.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adhoc-recherche.com\/en\/les-emotions-ca-se-mesure\/\" \/>\n<meta property=\"og:site_name\" content=\"Ad Hoc Recherche\" \/>\n<meta property=\"article:published_time\" content=\"2015-08-04T20:35:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-24T20:35:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adhoc-recherche.com\/wp-content\/uploads\/2022\/05\/80d038ea4b4ae551c2287092612b156d1438697267_blogpost_thumb_blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"267\" \/>\n\t<meta property=\"og:image:height\" content=\"189\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michel Berne\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michel Berne\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/les-emotions-ca-se-mesure\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/les-emotions-ca-se-mesure\\\/\"},\"author\":{\"name\":\"Michel Berne\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#\\\/schema\\\/person\\\/9cdb249d6f3a9abafb28dc0c0bb25230\"},\"headline\":\"LES \u00c9MOTIONS, \u00c7A SE MESURE!\",\"datePublished\":\"2015-08-04T20:35:00+00:00\",\"dateModified\":\"2022-05-24T20:35:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/les-emotions-ca-se-mesure\\\/\"},\"wordCount\":409,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/les-emotions-ca-se-mesure\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/80d038ea4b4ae551c2287092612b156d1438697267_blogpost_thumb_blog.jpg\",\"articleSection\":[\"Entrevues individuelles\",\"\u00c9valuations publicitaires et communicationnelles\",\"Groupes de discussion\"],\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/les-emotions-ca-se-mesure\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/les-emotions-ca-se-mesure\\\/\",\"url\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/les-emotions-ca-se-mesure\\\/\",\"name\":\"LES \u00c9MOTIONS, \u00c7A SE MESURE! 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- Ad Hoc Recherche","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.adhoc-recherche.com\/en\/les-emotions-ca-se-mesure\/","og_locale":"en_US","og_type":"article","og_title":"LES \u00c9MOTIONS, \u00c7A SE MESURE! - Ad Hoc Recherche","og_description":"Il est maintenant possible d\u2019\u00e9tablir une mesure objective des \u00e9motions en analysant les expressions faciales, v\u00e9hicules universels d\u2019\u00e9motions (sauf peut-\u00eatre pour les joueurs de poker, pass\u00e9s ma\u00eetres dans l\u2019art de les masquer!). De nombreuses solutions existent aujourd\u2019hui (ex. : Noldus, Affectiva, Nviso, Emotient, Eyeris, Sension, etc.). La plupart sont bas\u00e9es sur les travaux de Paul Ekman, \u00e9minent psychologue am\u00e9ricain, pionnier dans l\u2019\u00e9tude des \u00e9motions et de leur lien avec les expressions faciales. Comment \u00e7a fonctionne? Alors qu\u2019une personne regarde un stimulus donn\u00e9 sur son \u00e9cran d\u2019ordinateur (ex. : publicit\u00e9), une webcam filme son visage en gros plan et y applique une grille de d\u00e9tection des expressions faciales. Ces expressions sont ensuite analys\u00e9es \u00e0 l\u2019aide d\u2019un syst\u00e8me de codification faciale automatis\u00e9 qui d\u00e9duit les \u00e9motions de base (joie, surprise, tristesse, peur, col\u00e8re et d\u00e9go\u00fbt). Chacune de ces \u00e9motions est repr\u00e9sent\u00e9e par une courbe refl\u00e9tant l\u2019\u00e9volution en temps r\u00e9el de l\u2019\u00e9motion tout au long du visionnement du stimulus. 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