What are customer testimonials really saying?

Every day we are surrounded by advertisements.  Billboards, buses, radio and of course the internet and television.  Even watching a video on youtube.com these days fires an advertisement at you.  How often have you seen those adverts that have a testimonial in them?

“I used ‘Product x” and within 2 weeks I was a millionaire with beautiful skin!”

We take them for granted, we may even occasionally pay attention, but what are they really saying.

We can listen to the words, but are they the real words of the customer, or are they scripts?  Are these really customers or are they actors?

We take a lot of things at face value, especially in advertising, and rarely pay attention to what is going on until we have made a decision that we are planning to buy.  But what if the advertisement is sending out the wrong message.

I have looked at a couple of ads this evening and had the briefest analysis of what is going on with the people providing the testimonial.  Some of them are really great ways of honing your skills at MFE detection.

Slips of disgust, anger, emblem slips, sadness.  All the signs are there in direct relation to the comments that are made.

I have posted one here for your view.

let me know what you think of the first couple and their statement.  Would you believe their testimony?  Does this give you a good impression of the company or a bad one.

I welcome your views, let me know what you see and think and I will post my views as a comment in a week.

 

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It’s all in the code

An exiting week as I start my journey into the world of FACS (Facial Action Coding System).

A simple system for mapping what is happening on the face and some parts of the body with a series of alphanumeric identifiers.

It has been good to get back in touch with some old friends from my first days with Paul Ekman International and The Emotional Intelligence Academy, it has almost been like a reunion in a way and I think that has added to the whole excitement of the situation.

So what is FACS?

FACS is a way of demonstrating what is happening on the face by using a series of codes called an AU or Action Unit.  The idea being that you can demonstrate exactly what is happening on a face, without actually needing to see the face itself.  The system was developed by Paul Ekman, Wallace Friesen and Joseph Hager.  An AU itself does not define an emotion has appeared, simply that the use of a muscle or combination of muscles has produced a discernible difference on the face.  This is important to remember!  Many people think that the FACS system is a way of coding emotions, not true, though there are recognised combinations for certain facial displays associated with emotions.  Confused yet?

Think of this more like a map of what is going on in display only. A map of the local countryside is a map only and does not give you the reason for the fields and the hills. Think of FACS in the same way.  As you get deeper you can start to look at the emotional signals that we recognise and start applying a code to them.  A genuine smile uses the AU 6 and 12, and if it is a subtle or gentle smile may be coded as 6c+12c.  The letter following the number indicates the intensity of the action shown.

The cominations are varied and different and have very specific criteria for their measurement.  Not only this but one may impact on the display of another.

If it sounds complicated it is, while being essentially very simple at the same time.  The key is the understanding of how the various muscle groups work together and against each other in the facial displays that we see everyday.

It is considered to take over 100 hours of coding before you would be considered to be proficient at  measuring and mapping the criteria, and many thousands of hours before you could be considered expert.

The advantages of the system of those of us that deal with emotions is it gives us a far greater and finer insight into what actions are behind the facial displays we see.  The advantage is being able to spot the very subtle displays of emotion can be significantly increased.  Think also about squashed, masked, and even display rules.

The system is sound and has been used for many years, in the measurement of psychology patients and in these days significantly more for counter terrorism, advertising and even developing accurate facial displays for computer game characters.

There are many uses that FACS can be diverted into and certainly with the technology advances that are happening these days plans are in place to develop computer systems and programs that use elements of FACS to identify responses to advertisements.  Could we soon be looking at technology that reads what is going on with our face, understands that we are interested by what we see and continues to aim those adverts at us.

I can say with confidence that is being looked at, though at the moment processing power is an issue and the human brain is still far superior at coding.   The best computers are still taking weeks to code a face that takes an experience coder a few minutes.

I will certainly be using the new skills I am learning and expect to hear more on the subject in future.

 

Infectious Emotions

As I have mentioned in a previous post, we are an empathic race.  We react to the emotions of people around us and mirror those emotions ourselves.  This is something that must be considered when you are in a working environment.  They say that familiarity breeds contempt, but more accurately contempt breeds contempt.

When building a team of people you have to consider a number of factors.  Firstly, you have to look at the skill sets that you are putting together to make sure there are no holes in the talent pool that you have.  But a lot of people when building a team don’t  seem to spend a lot of time looking at the emotional make up of the people they are putting together.  Ever since the early 90s a lot of stock has been put into psychometric testing.  Personally, I not only think these tests are flawed but can be manipulated and wildly inaccurate.  The same can be said in a way for assessment tests.

Scientists will often say that lab experiments have a built-in flaw.  But putting things into controlled settings you are removing an element of chance or chaos.  The unexpected.  I would say the same of the assessments that some staff are put through as part of the interview process.  You have been made aware that an assessment is part of the process.  You have had an opportunity to prepare, there is nothing really unexpected about it.

Psychometrics will tell you a little about someone’s character as long as they don’t know how to fool the tests, and assessments will give you an idea of someone’s reasoning abilities, but what about when things suddenly change?

Sudden onset of a stressful situation can change the dynamic and really turn the tables on the team.  Someone who tests well could become a complete liability.  Logical thinkers can not always take that leap of faith and think on the ball and come up with an inspirational solution.   Logical thinkers test well because there is a process to follow from start to finish.  Activists, or kinetic thinkers,  get bored by the hum-drum.  When situations are controlled and planned, they can get bored and can become easily distracted, looking for the next challenge.  These are the people who don’t tend to test well, but when you put them on the spot in a tense situation they shine.

What does this have to do with infection emotions?  If you get someone inclined to panic, you could end up in a situation.  Panic is a strong emotional response and falls under the Fear family of emotions.  In many cases it can overwhelm the calm.  Fear is demonstrated on our faces to warn people that something is happening they need to be aware of.  The signal needs to be passed on so that the whole community can be aware of the risk.

A good team should have elements of both logical and kinetic thinkers and the responsibilities of each team member should match their skills.

We are very set in our ways when it comes to recruitment.  There are ways that things are done, because that is the way they have always been done.  Almost like sheep everyone does the same thing without looking at different ways of doing things.

I am a firm believer that attitude is far more important than any already pre-existing skills in a new recruit.  Passion and attitude is far more difficult to create.  Aptitude and skills can be trained and learned.

So if someone doesn’t hit your target score on your assessment for working out percentages and synonyms.  If they have passion, drive, enthusiasm and an over all belief in your company and what it stands for; give them a chance, a job and buy them a calculator and a dictionary.  If someone truly believes in the company they are working for, they will work to overcome the issues of skill themselves.

The way that our financial climate is at the moment I believe that some companies need to look at the way they recruit.  There is a huge pool of untapped talent out there that is getting overlooked because they failed to score well on a test.

 

The Truth

Terry Pratchett stated in his book ‘The Truth’, “A lie can get around the world before the truth has its boots on!”

From our earliest years, right from the moment we start to communicate (from as young as 6 months old it is believed) we develop the ability to deceive.  There are so many reasons to lie:  to protect ourselves, to protect others, for some personal gain or to spare someone’s feelings.  But is there ever a reason that a lie could be justified?  Could the motives for the lie excuse the lie itself? And can we always be sure someone is telling the truth?

Firstly, let us remember one of the key tenets of the lie catcher:  There is no single indicator for a lie.  What you do get are hints and pointers that something might not be quite right, what Dr Ekman calls ‘hotspots’.  Individually these do not indicate a lie, merely that there is something happening that justifies a further investigation.  When you put these hotspots together you get a clearer picture that something is leaking out that they may be trying to keep hidden.  Again this may not be a lie, just something they don’t specifically want you to know.

Lies contain thoughts and feelings, but in order to make a lie work a lot of thought needs to take place.  This extra work is often called cognitive load; when your mind is heavily focussed on thinking, feeling starts to show through, and the feelings shown may not match the story being told.  This is emotional leakage.  The more consequential the lie, the more likely you are to leak information.

Paul Ekman tried a number of experiments around lying and detecting lies.  How people lie and looking for that holy grail of a sign of lying.   Needless to say he didn’t find his single indicator, but did find some other interesting facts.   His experiments initially were flawed, he realised quickly that people being asked to tell a lie in a lab setting had no consequence to their lie and as such were more difficult to detect.

When a lie has no consequence to it or a risk in its discovery, the emotional load is reduced.  The makes is much harder to spot.  The risk could be personal such as a loss of liberty or freedom, a risk to health or even personal gain.  If a lie doesn’t matter it may not show unless someone’s own personal moral compass is set in such a way that lies are considered taboo.

In order to increase the tension in the situation Dr. Ekman added some factors to the test.  He offered financial reward if they could successfully get a lie past him.  He left his students in a room with an envelope that contained a sum of money.  He told them that they could take the money or leave it.  If they took the money they would have to convince him that they hadn’t.  If they were successful they would get to keep the cash.  Secondly he also told them at the start of their interview that he would be able to tell when they were lying and he has never failed.  He had just increased the apprehension about being caught and there was a financial risk in place.   Suddenly the emotional leakage increased and the lies became significantly more obvious.

To detect a lie you increase the chances when there is some risk to the liar.

People also find it more difficult to lie convincingly if they have an emotional connection to the subject of the lie.  Dr. Ekman further emphasised this with another experiment with another study group.  The group was told to describe a pleasant scene that they saw on a film.  Half of the group were shown a film of flowers and gardens and asked to describe what they saw.  The second group was shown a film of a rather involved surgical procedure but were still asked to describe a scene of flowers and gardens.

In the experiment nearly all the people asked to lie were spotted.  They all leaked a very fast, subtle expression of disgust despite their more over demeanour of happiness.

We know that someone who feels no emotional connection to the subject and fears no consequence of being discovered is more likely to escape their lie being discovered.  This is also one of the failings of the lie detector test or as it is more properly known the Polygraph.  Lie detector itself is a misnomer as it does not detect lies.  What it does measure are changes in the Autonomous Nervous System.  Heart rate, body temperature, respiration and perspiration.  All of these are signs of Emotional Arousal, not lies. Fear of being discovered and fear of being disbelieved look exactly the same.  Excitement and fear look very similar to the polygraph.  The advantage of the human over any machine so far created is we can determine the emotion being felt and probe appropriately.

Some people say that the eyes are a good sign of a liar, that they will avert their eyes from you while they are lying.  Others maintain that a liar is more likely to hold your gaze to see if a lie has been believed.  At the moment there have been no confirmed studies that prove one way or the other, regardless of what the body language books tell you.

There are also other theories that rubbing the nose is a sign of a lie.  Again not strictly true.  The nose contains erectile tissue that expands when extra blood flows to it.  This happens during moment of emotional arousal causing it to tingle.  The key here is emotional arousal not lie. and you need to understand what emotions are causing this any why.

A lot of body language books put great store in illustrators and manipulators.  Illustrators are the visual punctuations to verbal statements.  The visual way of exclaiming and underlining.  Think back to the film footage of Adolf Hitler’s speeches.  He used a lot of illustrators.   When speaking from memory or something you passionately believe in illustrators tend to be visible.  When cognitive load increased illustrators tend to decrease.  Again not necessarily a sign of a lie, just that a lot of though it going on.

Manipulators are the comforting gestures.  Many exponents of body language cite these as reliable signs that someone is uncomfortable.  Yes they do appear more with discomfort; however, they are very easily controlled and suspended.  They can be reduced with very little effort.

A lie can sometimes be very difficult to spot because as Sir Terry said, it can get around the world before it has its boots on.  Detecting a lie can take time and patience compounded by the fact that most of us are biased to accept what we are told as truth.

 

Emotional Overload

Many people are frustrated by their emotions; “It’s like I am out of control!”, “The anger just wells up inside me!”, “I feel so down”

People usually say this and call these negative emotions.  You never hear people say “I wish I wasn’t so happy all the time.”  Why do we have such a resistance to these “negative emotions”?

Firstly, I don’t agree to the idea of of a negative emotion as such, as all emotions are necessary and serve a purpose.  Just because we don’t particularly like the feelings associated with them, they exist for a reason.  Perhaps we should focus on the reason why they exist rather than trying to avoid them.  Understand the triggers will helps us better deal with the feelings and the effects of the emotion.  They can be subtle and fleeting, barely the brush of a butterfly’s wing; or they can be absorbing, compelling and defying reason and common sense.

My interest began at about the age of 10 years.  I recall quite clearly being sat in my dad’s van while he was making a delivery and looking at my face in the side mirror on the door.  I clearly remember changing my face very subtly from anger to happiness and noticing how these very subtle changes could make such a difference.  I have a natural instinct for spotting these rapid signs of emotion that sometimes happen in just a fraction of a second, often called Micro-Facial Expressions or MFEs, or the subtle demonstration of an emotion.

These emotional signs can give an insight into deception, but they are not in themselves an indicator of a lie.  There is no single indicator of a lie, there is no Pinocchio’s nose.  What has to be considered is that when someone deliberately intends to deceive there is a conflict between the emotional load and the cognitive load, the challenge between thinking and feeling.  Understanding why these things happen gives us that insight.

These days I know a lot more about this subject and why I have the skills I do thanks to Dr. Paul Ekman.  Though I have always been able to spot these signs I was never very sure what I was looking at.  Dr Ekman put it into words and demonstrated the reliable signs of these emotions happening.  I can no put a specific name to what I am seeing.  Be that Fear, Anger, Disgust, Contempt, Sadness, Happiness and Surprise.

You may not always know the reasons for the emotions appearing, and some serious consideration should be given before jumping to a conclusion, questions need to be asked to understand the why of something.

The seven emotions mentioned above are the globally recognised emotions regardless of where you are from in the world.  Fear always looks the same, even when spoken language gets in the way.  The language of the visible emotion cuts through these barriers of language.

Even the idea of “Negative” emotions have their place. Sadness tells people we need support.  Anger warns others to stay out of our way.  Fear tells others there may be something that puts us all at risk.

Sadness and melancholy gives us time to recoup and ask for help.  By indulging our sadness we appreciate happiness more.

Accept your emotions but understand their origins.