Measuring and manipulating audiences: A personal reflection

Dick C A Bulterman*

*Corresponding author for this work

Research output: Contribution to JournalArticleAcademicpeer-review


Understanding the emotional reactions of audiences to a wide range of content types is an important area of research. In this article, I provide a personal reflection on various approaches to modeling, quantifying and understanding audience behavior based on a broad range of evaluation techniques. Using results from a study of the Heineken Weasel television commercial as a backdrop, I provide an overview of evaluation approaches and their impact in long-Term and real-Time evaluation. The main contribution is a personal reflection on audience evaluation based on multi-situation affinity with the area.

Original languageEnglish
JournalCEUR Workshop Proceedings
Publication statusPublished - 2016


  • Advertising impact
  • Audience feedback
  • GSR

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