The Science of Compelling Video Content Creation | Sammy Wals

Sammy Wals has set out to take a scientific approach at measuring effective audiovisual storytelling. Video creation is a creative endeavour, which makes it hard to systematise and control. With it's many aspects - like cuts, colours, composition - it becomes not only a difficult subject to master, but also to study in research.
Sammy argues that through the use of tools like eye-tracking and heart rate measurers, you can quantify people's preferences when it comes to video formats.
Interested in how his research takes shape? Follow Sammy on
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This video is part of our series ‘Talking Business and Economics’ in which experts share their insights and knowledge on different topics in the field of business and economics.
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