Analyzing Attitudes of Online Viewers: A Methodological Approach

This paper aim is to provide some insights about possible techniques to be used to test people behavior while watching videos on Internet platforms. Video has gained importance as a tool of marketing campaigns and many managers are been attributed the mission of creating specific content for this platform. In order to test some techniques, an experiment was conducted looking for data about people behavior while watching videos. For that, few subjects were observed from verbal and nonverbal perspectives while watching videos with ‘bad’, ‘neutral’ and ‘good’ connotations of a specific subject that they were passionate about. Testing non-verbal (body language and mouse tracking) and verbal (speech analysis and voice tone) reactions, we found not a single right answer but a body language “agenda”, shown that people react in different ways while submitted to distinct video contents. This is a step to fill a gap in technology and business research.