Jinglz, a global leader in quantifying emotional and engagement levels of video viewers, conducted a study this week to better understand the contentious discourse on social and traditional media - from journalists, elected officials, and voters on all sides of the political spectrum - that transpired after Rep. Alexandria Ocasio-Cortez spoke at this week’s 2020 Democratic National Convention.
In an independent study conducted by Jinglz Inc, respondents watched a video segment from the Democratic National Convention featuring the speech in which Representative Alexandria Ocasio-Cortez nominated Senator Bernie Sanders to be the Democratic Party’s Candidate for President. The data was captured through its CampaignTester platform using its AI powered EmotionTrac technology. The panel audience were monitored through their mobile phones as they naturally watched the video in a contactless environment.


CampaignTester tracks 8 different emotions and if the respondent is engaged while the video is playing (engagement defined as eyes on the screen).

While some suggested that the confusion and surprise were a result of “media framing,” the data captured by the study was off the charts at the moment Ocasio-Cortez nominated Sanders to be the Democratic Candidate for President. Confusion and Surprise experienced an immediate spike in reactions on this mention. Overall, the panel found AOC to be very likable amongst men and likable amongst women

“Emotions influence everything we do – from how we make decisions at the ballot and courtroom, to how we shop and interact with brands,” said Aaron Itkowitz, CEO and founder of Jinglz. “Recognizing this, Jinglz has already applied our AI driven EmotionTrac technology to market research, helping brands optimize visual content and media spend by measuring consumers’ engagement and emotional responses to legal deposition videos, ads and TV shows. We are confident in the significant opportunity to harness the power of emotional engagement across all facets of the modern experience.”