Neuropolitica: Candidatos y Emociones Elecciones Cataluña 21 Diciembre 2017 Analisis Facial


Estudio de las emociones que producen los candidatos a las elecciones en Cataluña, 21 de Diciembre 2017.

Director del estudio:

Edgar Sánchez, Neuromarketer Sr, Ph.D. Neurociencias.

Coautores:  Ivan Arjona Martínez & Arda Hasipek

Lets Neuromarketing it!

6 de Diciembre de 2017

 Contact: info@lets-neuromarketing.it


I.- Detectar cuáles emociones provocan los candidatos a las elecciones en Cataluña del 21 de diciembre de 2017 (21D).

II.- Continuar la elaboración de Neuropolítica. El primero fue realizado en diciembre de 2015, para las elecciones presidenciales en España. El Segundo fue realizado también para las elecciones presidenciales en junio de 2016.

Análisis Facial

Por medio de le NEURO-Tecnología “ANÁLISIS FACIAL” que registra las emociones expresadas a través del rostro.

Para más detalles del funcionamiento y ventajas la tecnología, notas aclaratorias, y otros elementos técnicos acudir al Primer estudio público en España de Neuropolítica. (Ver la explicación detallada)

 21D Candidatos Emociones Edgar Sanchez Neuromarkeitng Neuropolitica

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Las seis emociones que captan el Análisis Facial son:

– Alegría (Happiness)

– Asco (Disgust)

– Ira (Anger)

– Miedo (Fear)

– Sorpresa (Surprise)

– Tristeza (Sadness)





Tablas #1 Edgar Sanchez Neuromarketing(click sobre la gráfica para ampliar)



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Oriol Junqueras es Candidato que más ALEGRÍA dispara, seguido de Iceta (muestra total).

Carles Riera es el candidato que menos ALEGRÍA dispara (muestra total).

4 Edgar Sanchez Neuromarketing Neuropolitica Junqueras +Alegria

Gráfica 1.  ‘Alegría’ , Muestra Total

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Xavier Albiol es el candidato que menos MIEDO genera, después de Oriol Junqueras quien tiene el mejor indicador (muestra total)

3 y 4 Edgar Sanchez Neuromarketing Neuropolitica Albiol Junqueras +MiedoGráfica 2.  ‘Miedo’ , Muestra Total

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Riera es el que menos TRISTEZA provoca, seguido de Albiol

(muestra total)

5 Edgar Sanchez Neuromarketing Neuropolitica Riera Albiol TRISTEZA
Gráfica 3.  ‘Tristeza’ , Muestra Total

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 Los candidatos que menos IRA despiertan son Xavier Domènech (el que menos) y Miquel Iceta.

Carles Riera es el candidato que más IRA genera (muestra total)

6 Edgar Sanchez Neuromarketing Neuropolitica Domenech Iceta Riera IRA muestra total
Gráfica 4.  ‘Ira’ , Muestra Total

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Inés Arrimadas y Carles Puigdemont son los candidatos/as que menos ASCO generan (muestra total)

8 Edgar Sanchez Neuromarketing Neuropolitica Arrimadas y Puigdemont +ASCO muestra total

Gráfica 5.  ‘Asco’ , Muestra Total

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Xavier Domènech despierta mucha ALEGRÍA y muy poco sentimiento de IRA en los hombres


Gráfica 6.  ‘Alegría’ Submuestras de Mujeres y Hombres

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Gráfica 7.  ‘Tristeza’ Submuestras de Hombres y Mujeres

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Gráfica 8.  ‘Miedo’ Submuestras de Hombres y Mujeres

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Gráfica 9.  ‘Asco’ Submuestras de Hombres y Mujeres

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Gráfica 10.  ‘Ira’ Submuestras de Mujeres y Hombres

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Notas aclaratorias sobre el estudio

Los candidatos incluidos en este estudio son los número 1 y número 2 de las listas electorales de los partidos políticos con representación parlamentaria.

Notas sobre la financiación y elaboración

Este estudio se realizó de forma autofinanciada. Ninguna institución privada, pública o política,  pública participó en la elaboración o en la financiación.


Damos las gracias a las voluntarias/os participantes en el estudio.

Especialmente gracias a Sophia Ourani, Josep Maria Bigay, Oscar Alcaide, Aridana García, Maria Solovyeva, Josep Salvat y Marc Moral quienes me brindaron su desinteresado apoyo.

Neuromarketing, Interview with Elissa Moses (III/III), IPSOS Executive VP of Neuro and Behavior Science Innovation Center

This is the third part of the interview about Neuromarketing with Elissa Moses is Executive Vice-President of Neuro and  Behavior Science Innovation Center at IPSOS


Go to the first part of the interview.


Edgar Sánchez (E.S.): In your vision, in a nutshell, what is the current state of Neuromarketing and what are the things that we can expect for the near future?

Elissa Moses (E.M.): Well, I got into this area, very early I did a pioneering kind of things, and try some things for the first time and what I first got involved about ten years ago everybody was like ‘what are you  talking about?” and “this is crazy” and “why do we I need this?”  and “why should I believe this” and we’ve evolved. And there was a big debate between conscious and non-conscious measurement and that was a ridiculous debate and we got pass that. And what we see now are new stages in the field, maturity. And that has to do with better cooperation, we’re creating a better learning community, like we are here in this conference NMBSA and we are finding that we have more in common with each other than  we have differences. Some people may prefer different tools and different applications. The truth is most neuro-tools get some emotional response engagement, the only tool is a little bit different is “Implicit Reaction”.

We’re finding that clients for instance and users are asking different questions, they are not saying: should I be taking this seriously? should I be using it? But which tool is best for which application. Which venue has the greater added value of understanding their implications of their work have to advise me. Where can I get the best cause? Where can I get the best scalability? Where can I get the best service? And so the dialogue has change, and the most exciting thing side of things is that we’re coming to the point where we are getting pass the fundamentals and we’re starting to really combine our learning to have a meta-understanding of how advertising works and how consumers respond in different situations.

At this conference for instance, in one of the papers I presented had to do with sound versus vision in advertising. Other people have talked about different aspects of creativity, we’re just raising our game, with the learning that is becoming common knowledge.



E.S.: Good! Yeah, we are in the context of Neuromarketing World Forum in Barcelona, you gave a talk yesterday. I was about emotion  a common topic in almost all the talks. What is the way you define emotion?

E.M: Well, I think about it a number of ways. There is a technical answer that has to do with  a physiological reaction that starts deep in the center of our brain and radiates through our body  like a chain reaction and the effects are heart rate and our sweat, and you know, our pupils and our facial expressions, it’s just a whole physiological reaction. It leaves an effect on us, it leaves a residual impact. That’s different from what you may call feelings, feelings are when you talk about poetry and literature and taking those emotional reactions and putting them together in a concept in an idea, but the first is very physiological reaction and happens very fast.

E.S.: So, emotion is like a fear..

E.M.; Yes surprise, disgust happiness, all kinds of things…

ES: A feeling if I understand well  could be like love, generosity…

E.M.; Yes,  concern, doubt, envy, feelings are a little bit more complex.

The other thing to think about is…I think that feelings are like cords, musical cords, you don’t necessarily have one feeling at the same time, there’s bitter sweetness, pleasantly surprise, you could be surprised and horrified, you know so different signals can be happening at the same time.



E.S.: Elissa to finish. Do you have something you would like to share with people interested in Neuromarketing?

E.M: Yes, I want people to be open to understanding that there is new knowledge that is available. I recommend this wonderful book everyone starts with it is “Thinking Fast and Slow” by Daniel Kahneman. It is a great primer but there are many other books out there. But if you are Neuromarketer or not, we are all humans, we all make decisions everyday we all try to change our habits and all this kind of learning is valuable at a personal and professional level.

E.S.: Great!. Elissa, thank you very much for sharing your time and your knowledge, for showing to us your generosity. Thank you very much,  it’s been a pleasure.