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Dancing Queen: A biometric experiment

Thursday 11th October

‘Absolutely NO rhythm’ Strictly dancer hilariously scores Theresa May’ (Express)

‘Theresa May shocks audience by dancing on stage to ‘Dancing Queen’ before conference speech’ (Telegraph)

‘Why was Theresa May dancing? And did it work?’ (BBC)

Dancing Queen: A biometric experiment


There has been much discussion about Theresa May’s ‘Dancing Queen’ entrance at the Tory conference speech.

People quickly took to social media describing their feelings, whether that be confusion, anger, joy, or all of the above. But how did you really feel when you watched this?

This became a talking point in our agency, with our Organic team wanting to find out our colleagues true feelings towards this, and not just what they may think they feel from previous biases in politics and towards Theresa May.

At Total Media we are able to do this by using biometrics testing, which measures Eye Tracking (where the viewer is looking), Facial Mapping (what emotion the viewer is expressing), and Galvanic Skin Response (sweat) measuring the intensity of the emotion. By using these three trackers, we are able to gauge what people are really feeling and the exact moments our emotions are heightened.


Our findings were featured on Campaign, and with some surprising results it is definitely worth a read:

Article Written by

Jess Huntrods

Marketing and New Business Assistant, Total Media

Jess is a History graduate who has moved into the world of media. She has recently joined the marketing team as a Marketing and New Business assistant.

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