Split Second Research Announces its New IMPULSE Test

Split Second Research’s IMPULSE test is an implicit test for analysing audio-visual content, such as TV adverts, radio adverts, movie trailers, programme excerpts, online videos, promotional videos, training videos, political speeches, and so on. It provides a moment-to-moment analysis of emotional reactions to the content. IMPULSE can read up to six different emotions during the same test.

A typical output is shown in the embedded link below. You can play, pause, rewind, restart at any time so that you can examine the emotional reactions to the video on a moment-by-moment basis. These are completely implicit reactions to the content. In the example, below six emotional responses are shown to a video of a gorilla spinning around in a pool at Dallas Zoo (video courtesy of Dallas Zoo & BBC News).



Click on the image to view the analysis (this will open in a new window).

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