Interest and pride, emotions in Olmedo

In a pioneering project, Goli Neuromarketing analyzed the emotions of the spectators during the performances that took place at the Palacio del Caballero de Olmedo courtyard.

Málaga, August 7, 2023

For the first time, emotions and attention have been measured during a theater festival, achieved through artificial intelligence and neuroscientific technology by the Málaga-based company, Goli Neuromarketing. Over ten days, they analyzed the emotions expressed by the audience at the Olmedo Clásico Festival, held in Olmedo (Valladolid) from July 21 to 30, one of the main classical theater festivals in our country.

The predominant emotions of the audience during the plays at the Palacio del Caballero de Olmedo were interest, joy, and admiration, in that order. However, other emotions such as gratitude, affection, pride, or authenticity were also registered, among many others.

To collect the data, advanced neuroscientific technology was used with wireless sensors that instantly convert images into data.

Thanks to this pioneering project, ongoing data analysis will provide an in-depth study of the spectators’ emotions during each theatrical performance, their reactions to the scenery, lighting, costumes, and stage movements.

This is the first time such a project has been carried out in a theater festival, providing real and objective data on the emotions evoked during the performances.

To collect the data, advanced neuroscientific technology was used with wireless sensors that instantly convert images into data. No images were recorded or stored at any point; instead, they were immediately transformed into data and analyzed through Goli Neuromarketing’s own Artificial Intelligence platform (Golineuro AI).