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Fresher Insights, Better Marketing Measuring Emotional Engagement with FaceTrace™

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Brain Juicer Exploration/Insights Concept Development Product Evaluation Final Mix Front-End Innovation Launch Track I n n o v a t i v e M e t h o d s Freshly squeezed insight & innovation powered by award winning tools & researchers 70 staff; offices US, CA, UK, DE, CH, NL, AU 10 years working with world’s largest companies For insight And innovation Seek em  tion And be creative Award Winner 2005 2005 Award Winner 2007 2007

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The 7 basic universal emotions Autonomic Reflective BrainJuicer © 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear

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We seek to maximise... & minimise…

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Emotions drive our motivations… & decisions “ Emotional advertising campaigns are more effective & more profitable than rational campaigns - even in 'rational' categories…” Les Binet & Peter Field (2007): 880 IPA dataMINE analysis study.

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Emotional Campaigns Outperform

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Emotions drive our motivations… & decisions “ Brand awareness , brand image and direct response are easy to measure but DON’T increase market share as much as ads that seek ‘brand fame‘ Les Binet & Peter Field (2007): 880 IPA dataMINE analysis study.

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Yet MR still dominated by the ‘rational’

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Techniques for measuring emotions Desmet, Hekkert & Jacobs (PrEmo), 2000 Lang’s Self Assessment Manakin (SAM), 1980 9 Guilt 8 Sadness 7 Anger 6 Repulsion 5 Hatred 4 Inspiration 3 Attraction 2 Excitement 1 Surprise Please indicate which of the following emotions you felt during the ad? Question 99:

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Need for an intuitive, sensitive & useful measure <ul><li>Ekman’s research on the way emotions are conveyed and understood via the face has two important implications: </li></ul><ul><ul><li>Understanding which emotions we should be looking to capture. </li></ul></ul><ul><ul><li>A means of accessing emotions via self-report, with minimal cognitive processing </li></ul></ul> 

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Development of the faces metric

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The final emotional engagement measure Which of these faces best expresses how you feel about this advert? To what degree did this advert make you feel [selected emotion]? And what was it about this advert that made you feel this way? [Use MindReader to capture reasons for each emotion] BrainJuicer © 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear Neutral

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The Experiments

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The final emotional engagement measure Which of these faces best expresses how you feel about this advert? To what degree did this advert make you feel [selected emotion]? And what was it about this advert that made you feel this way? [Use MindReader to capture reasons for each emotion] BrainJuicer © 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear Neutral

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CDM Gorilla

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The final emotional engagement measure Which of these faces best expresses how you feel about this advert? To what degree did this advert make you feel [selected emotion]? And what was it about this advert that made you feel this way? [Use MindReader to capture reasons for each emotion] BrainJuicer © 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear Neutral

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Results Intensity Score measured on a scale from 0 to +3 <ul><li>Since emotions drive our motivations, their absence means the absence of action </li></ul><ul><li>The more emotion the better but splits by purpose; commercial or social </li></ul><ul><li>Whether emotion is evoked reflectively or autonomically matters hugely for understanding </li></ul>2.17 1.31 0.71 0.79 1.58 1.92

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CDM Gorilla – Emotional Triggers <ul><li>Cannot see what the connection was between Phil Collins, Gorilla & Chocolate </li></ul><ul><li>I just don't get it – it frustrates me </li></ul><ul><li>Because its a ridiculous advert & makes no point could be 4 anything </li></ul><ul><li>Don't understand the connection between a gorilla and chocolate - lack of understanding as to what the advert is meant to achieve! </li></ul><ul><li>It seemed a bit drawn out - I kept waiting for something to happen! </li></ul><ul><li>There should be a loose connection between the advert and the product </li></ul><ul><li>Ad is brilliant and gorilla makes me laugh, its very clever and easy to remember - I like gorillas, I like the song, and it was a funny twist </li></ul><ul><li>Clever, inspired and funny </li></ul><ul><li>I absolutely love the ad but I'm not sure what it has to do with Cadburys </li></ul><ul><li>The Best Ad Around! I Just Love It!!!! it is different and memorable </li></ul><ul><li>Great ad, gets people talking about it, memorable - Nothing to do with chocolate but you wont forget ad </li></ul><ul><li>Ad is brilliant and gorilla makes me laugh </li></ul><ul><li>It's just such an amazing advert, I'm mesmerized by it </li></ul><ul><li>It's absolutely brilliant, can't take my eyes off the screen, so amusing </li></ul><ul><li>The sheer joy on his face! </li></ul><ul><li>Gives you a laugh therefore makes you feel happy </li></ul><ul><li>The expression on his face, the beating of the drum in time to the music - great </li></ul><ul><li>Not what I was expecting. Trying to work out whether the gorilla was real... - it looked so real but at the same time I'm suspending my disbelief! </li></ul><ul><li>What does a gorilla playing the drums have to do with chocolate? </li></ul><ul><li>Bizarre and unique. Makes you watch the whole ad to find the tagline. </li></ul><ul><li>Its a strange concept using a gorilla to promote chocolate .. kept me watching </li></ul>R A = Autonomic Trigger R = Reflective Trigger R/A R R R R R R R R R R 2.17

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Emotional engagement & reasons why % Feeling Each Emotion - Having seen the advert, please select the emotion below which most closely matches how you feel about it. Intensity Score measured on a scale from 0 to +3 <ul><li>Creates fear of germs, exaggerates the risk </li></ul><ul><li>The disgusting sludgy germ, unpleasant </li></ul><ul><li>The ad is repulsive and makes you not even want to watch to see who it is for </li></ul><ul><li>Icky, utterly revolting, but very, very clever </li></ul><ul><li>The ominous voice and the disgusting yucky bug </li></ul><ul><li>Germs are disgusting anyway, but these along with the voice grossed me out! </li></ul><ul><li>Looked slimy and evil and made me want to clean my loo </li></ul><ul><li>Is the toilet bleach and disinfectant I am using enough to kill these germs? </li></ul><ul><li>Horrible ad...almost frightening and wouldn't want my kids to see it </li></ul><ul><li>It made me laugh and want to keep watching to see what it was for </li></ul><ul><li>It portrays [brand] as a strong bleach which will kill all germs makes me happy </li></ul><ul><li>It was funny and a bit menacing - good animation </li></ul><ul><li>The kind of ad you would call people into the room to see very funny! </li></ul><ul><li>I was surprised to see something creepy. I like the ad though was like a film </li></ul><ul><li>I was surprised to see something creepy & nasty looking. I like the ad though </li></ul>A A R Negative emotional transfer A = Autonomic Trigger R = Reflective Trigger A A R R

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Emotions drive all our motivations <ul><li>Absence of emotion = absence of any action </li></ul><ul><li>Greater the emotion = greater propensity for action </li></ul><ul><li>Reflective emotion = more helpful than autonomic </li></ul>

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Validation of the Approach

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FaceTrace distinguishes between those ads that have won effectiveness awards (real-world success) and those which have not <ul><li>IPA award-winners evoke more emotion [exception reveals more negative emotion for non-award winner] </li></ul><ul><li>IPA award-winners evoke greater levels of happiness </li></ul>1.02 1.51 1.86 0.99 1.69 1.73 0.94 1.79 IPA Winner IPA Winner IPA Winner IPA Winner Emotional Intensity (0 to +3)

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Absence of emotion will lead to inaction <ul><li>Neutrality to be avoided. Strong negative correlation with key advertising measures, including memorability, desire to buy and persuasion: </li></ul>Entertain- ing Ad Memor- ability Impact Desire to buy Persuasive Relevance Understand- ing Different How much told you

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Matching Emotions to Advertising Objective is Key <ul><li>Happiness is key in adverts where increased sales are the ultimate objective. Correlates strongly with key measures: </li></ul>Entertain- ing Ad Memor- ability Impact Desire to buy Persuasive Relevance Understand- ing Different How much told you

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Matching Emotions to Advertising Objective is Key <ul><li>Emotional Intensity also tells us how memorable and impactful the ad will be, and is a good indicator of all-round effectiveness, also correlating strongly with key measures: </li></ul>Entertain- ing Ad Memor- ability Impact Desire to buy Persuasive Relevance Understand- ing Different How much told you

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CDM Gorilla Achieves Outstanding Emotional Intensity Score & has driven growth, yet might not have been progressed on the basis of information measures 1.92 2.17 1.58 Emotional Intensity (0 to +3)

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Emotional Engagement & Fame <ul><li>Recent Cadbury Dairy Milk Gorilla ad achieves an emotional intensity score far in excess of any other ad ever tested – at 2.17. </li></ul>Base: 38 mixes CDM Gorilla ad 2.17 Highest Emotional Intensity Score On Database 1.92 Norm

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Strong Link Between Emotion & Fame # As of 29/11/07 Time since first posting Number of YouTube Hits# Emotional Intensity Score Ad Tested 6-9 months 2,492 1.75 Fabric Conditioner Brand 8-10 months 2,310 1.79 Tropicana Breakfast in NY 6-12 months 121,738 1.86 VW Golf 6-12 months 24,777 1.92 Guinness 2 months >4,308,000 2.17 Cadbury Gorilla

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Evidence of a Tipping Point? YouTube Hits Emotional Intensity Score

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FaceTracing™: Emotional response and reasons why across the whole film

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Tracking Emotional Response & Triggers for Happiness & Surprise Total Sample: 145 Surprise increases: Lady starts shout End frame starts Happiness increases: 2 nd lady shouts “ Looks like woman being sick” “ Shocked she did something” “ People joining together to conquer evil” “ The character is no longer alone she is supported” Positive emotion dip: ‘ Poverty’ flies “ The image of the words being destroyed. The mood of the music changing” “ When you realise who is advertising” “ Cant believe the ad was for Oxfam” <ul><li>Changes in emotion coincide with key moments during the ad – joining together of forces is responsible for a slight uplift in happiness, roaring is a trigger for surprise </li></ul>

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Tracking Emotional Response & Triggers for Anger/Fear/Contempt/Disgust/Sadness Total Sample: 145 Increase in Anger & Fear: ‘ Injustice’ appears for the first time Decrease in Sadness: Young lady helps out Increase in Sadness: Poverty Flies off the screen Emotions change: Flood crawls off the paper Increase in Disgust: Both ladies shout “ Being reminded of bad things in the world” “ Sad at all the nasty things in the world” “ It's sad what happens around the world” “ News is always about doom & gloom” “ Injustice make me feel angry” “ Like something from a horror movie” “ Having spray coming out of her mouth isn't a nice image” “ not a very nice image, did not really understand the point” “ As if she is throwing up at the monster” “ Injustice being depicted as an ugly monster” <ul><li>‘ Roaring’ of characters evokes disgust </li></ul>

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Emotions drive all our motivations <ul><li>Absence of emotion = absence of any action </li></ul><ul><li>Greater the emotion = greater propensity for action </li></ul><ul><li>Reflective emotion = more helpful than autonomic </li></ul>