MIMIEO takes advantage of the iPhone multitouch screen to allow for simple input and quick results based on emotion. It also leverages social networks such as Facebook to poll input from users simultaneously.
Participants will be asked to rate each Oscar nominated movie ad, as well as rate how likely they are to go see the movie. On Oscar night, a panel of Northwestern University graduate students will analyze the data from the polls and publish a report on the findings.
The students previously conducted research during Super Bowl XLII and released a report called the EnMark Survey. The survey evaluated Super Bowl advertisements on two key dimensions: entertainment value and marketing value.
The survey methodology was created in collaboration with students and faculty from Northwestern University. The students are enrolled in the Master of Science in Information Technology program. Based in the Department of Electrical Engineering and Computer Science at the McCormick School of Engineering and Applied Science, courses are taught by tenured faculty from the McCormick School and the Kellogg School of Management.
