Presentatie Brain Juicer

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Presentatie van BrainJuicer tijdens Vision 2011

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Presentatie Brain Juicer

  1. 1. 2005 2007 2005 2007 Award Award Winner Winner BrainJuicer © 2006 De rol van emotie in communicatie campagnes 1Month Yr
  2. 2. What do we believe in at BrainJuicer®? “Market research at its best is mind expanding & profit enhancing, not just risk reducing. At best, it’s full of insight & illumination that informs & inspires great marketing. At worst, it’s a 120 page insurance policy heavy on numbers, light on insight and usually dead-on-arrival. BrainJuicer’s mission is simple. To significantly improve research, by translating a generation of breakthroughs in psychology, behaviourial economics & social sciences into Juicy tools that better explain & predict human behaviour. Great researchers, applying Juicy tools on behalf of brave clients makes for better marketing, bigger brands & a rapidly growing business with potential to change the way research is done. John Kearon, Chief Juicer 2
  3. 3. Who is BrainJuicer® and who is Carola? BrainJuicer® Group PLC is a thriving international marketing consultancy founded in 1999. The company provides fresh, validated, consumer-driven insight, to 11 of the worlds top 20 consumer companies and their creative agencies, and other marquee clients in FMCG, food and beverage, retail, financial services, electronics, health and beauty, and entertainment. BrainJuicer® specializes in helping clients with their innovation programmes, focusing on insights, concepts, communications and customer satisfaction. The company’s innovative solutions have gained notice in the industry, which has come to regard BrainJuicer® as a true thought leader and change agent. Carola Verschoor is the managing director of BrainJuicer® Netherlands. She’s an experienced innovator and passionate marketer who has worked for more than 15 years on brand identity, portfolio architecture and innovation issues within the food and beverage industry. Carola loves challenges, is passionate about innovation and growth and believes that great marketing is the right mix between structured thinking, creative energy and juicy insights. 3
  4. 4. Het belang van emotie met betrekking tot communicatie 4Month Yr
  5. 5. Het menselijk doel is het maximaliseren van… & minimaliseren van 5Month Yr
  6. 6. BrainJuicer®’s visie met betrekking tot emotie in communicatie Emotie leidt tot actie - gebrek aan emotie leidt tot apathie. Emotionele, creatieve campagnes zijn effectiever dan informationele, op overredingskracht gebaseerde campagnes. De primaire emotionele respons is het belangrijkste en meest nuttige instrument voor het herkennen van zeer effectieve campagnes - traditionele evaluatieve meetinstrumenten discrimineren juist tegen de meest effectieve campagnes. Emotie is niet alleen een middel, maar een doel op zich – Emotionele campagnes zijn succesvoller, niet omdat ze de boodschap beter zouden brengen, maar juist omdat ze emotie oproepen. 6Month Yr
  7. 7. Waarom het meten van emotie zo belangrijk is BrainJuicer © 2006 bij het verklaren van succesvolle reclamecampagnes 7Month Yr
  8. 8. Heineken Walk-In Fridge -Click to watch advertisement – http://www.youtube.com/watch?v=yIutgtzwhAc 8Month Yr
  9. 9. Standard rating norms 3 Zeer positief UK Norm 2 1 0 Hoeveel het je Hoe overtuigend je Hoe relevant het is Hoe makkelijk het In welke mate je over het merk het vond voor jou te begrijpen was het product -1 vertelde erdoor wilde kopen -2 -3 Zeer negatief 9Month Yr
  10. 10. De Heineken Walk-In Fridge reclame scoort niet bijzonder goed op de traditionele standard ratings 3 Zeer positief Heineken Walk-In Closet UK Norm 2 1 0 Hoeveel het je over Hoe overtuigend je Hoe relevant het is Hoe makkelijk het In welke mate je het het merk vertelde het vond voor jou te begrijpen was product erdoor -1 wilde kopen -2 -3 Zeer negatief 10Month Yr
  11. 11. …maar was toch extreem succesvol op internet. Waarom? 11Month Yr
  12. 12. Omdat mensen er blij van worden! Het zien van deze reclame maakte VEEL mensen ERG blij. Hoge Happiness score (63%) en hoge intensiteitsscore (2.1) Intensiteit 1.3 2.1 As a woman I was amused by van 0 tot +3 3 3 the shoes but the fridge was It was 1 2 1 0 4 funny and unexpected stereotypical and Minachting because of that it 21 Typical Heineken was amusing Walging advert. It was 40 funny Woede Angst Droevigheid 63 Neutraal 43 Blijdschap Verrassing 12 7 Finished 12 TV-ad NormMonth Yr
  13. 13. Meer voorbeelden van communicatie effectiviteit en omzet succes Cadbury’s meest effectieve reclame allertijden (bracht ruim 9% omzet groei door het assortiment) Miljoenen hits op YouTube Heineken Walk-in Fridge heeft ruim 10 miljoen hits op YouTube bereikt, ondanks dat het in het Nederlands is. Evian Roller Babies : ruim 20 miljoen YouTube hits en een versterkte merk awareness en trouw 13Month Yr
  14. 14. Men kijkt vrijwillig en graag naar deze commercials… 100,000,000 T-mobile Dance Liverpool Street Evian roller babies 10,000,000 Cadbury Gorilla Heineken Walk in Fridge 2 R = 0.79 Brains from Thunderbirds in Drench ad 1,000,000 YouTube Hits Guinness Evolution VW Golf 100,000 Halifax ad HSBC Family Member McVities Digestives 10,000 Kettle Chips Command strip products 1,000 1 1.25 1.5 1.75 2 2.25 2.5 FaceTrace Emotional Intensity Score Emotional Engagement 14Month Yr
  15. 15. Traditioneel onderzoek had succesvolle reclame niet gevalideerd - Cadbury ‘Gorilla’ ad - http://www.youtube.com/watch?v=5jElSTy2gl8 - Click - to watch advertisement Would have been progressed on emotional Would not have been progressed on usual engagement measures information measures Finished Finished TV-ad Norm TV-ad Norm I n t e n s i t y Sc o r e me a s u r e d o n a s c a l e f r o m 0 t o +3 1.33 2.17 Contempt 3 1 2 5 0 1 Very Positive 4 Disgust UK TV ad test norm 16 1 Anger 40 Fear Sadness 0 65 Neutral Happiness 43 -1 Surprise Relevant Persuasive Made you How m uch it w ant buy the told about 12 product brand 7 Very Negative 15Month Yr
  16. 16. Evian’s succes was nooit bereikt als het aan conventionele meetmethodes lag - Evian ‘Live Young’ ad - http://www.youtube.com/watch?v=XQcVllWpwGs - Click - to watch advertisement Would have been progressed on emotional Would not have been progressed on usual engagement measures information measures Finished Finished TV-ad Norm TV-ad Norm I n t e n s i t y Sc o r e me a s u r e d o n a s c a l e f r o m 0 t o +3 1.33 2.21 Contempt 3 5 1 2 Very Positive 0 4 4 1 Disgust 3 UK TV ad test norm 1 1 15 Anger 40 Fear 0.01 0 Sadness Neutral 60 Happiness 43 -1 Surprise Relevant Persuasive Made you How m uch it w ant buy the told about 12 product brand 7 Very Negative 16Month Yr
  17. 17. Traditionele, cognitieve pre-testing kan de beste creatievitet doden… Traditional Cognitive Measurement Emotional Measurement Extremely Weak Ads Highly Effective Ads 17Month Yr
  18. 18. Ratio is niet de enige noch de juiste weg “Traditional pre-testing is very helpful for advertising that seeks to impart a product message and link it to the brand. However, it is becoming increasingly clear that there are other styles of advertising that deliver higher levels of effectiveness and efficiency for their brands that do not work in this same way.” – Orlando Wood, Managing Director BrainJuicer® Labs 19Month Yr
  19. 19. Emotionele besluitvorming De Neurowetenschappen en Psychologie hebben recentelijk aangetoond dat er twee denksystemen zijn welke de besluitvorming ondersteunen. – Het eerste leert langzaam, intuitief en zeer snel qua reactief vermogen – buikgevoel. Dit systeem is zeer afhankelijk van emoties. – Het 2e systeem leert snel, is bewust in het maknb van overwegingen en is dus langzamer. Dit systeem word beheerst door onze centrale bewustzijn en werkgeheugen. Traditionele pre-testing gaat ervan uit dat alle communicatie werkt op basis van het 2e systeem – overreding, informatie, overtuigende boodschappen. Onze experimenten in BrainJuicer® Labs hebben wetenshappelijk aangetoond dat meten op basis van deze rationele metingen actief discrimineert tegen emotionele communicatie welke aanspreken op de besluitvorming volgens het 1ste systeem. Echter, goed scorende communicatie volgens de emotionele meting is in staat om hoge effectiviteit te behalen in de markt, vaker ook met een verminderde prijs sensitiviteit tegenover het merk. 20Month Yr
  20. 20. IPA: “Emotional Campaigns Outperform Rational ones.” Campagnes welke focussen op emotie tonen meer en grotere winst groei dan campagnes die focussen op ratio. 35% V large profit gains (% reporting) 30% 31% 25% 26% 20% 15% 16% 10% 5% 0% Emotional Combined Rational Campaign strategy IPA: institute of Practitioners in Advertising.( UK.) 21Month Yr TV reclames met IPA campagneinzendingen vanaf 2006 tot 2009, waarvan TV tenminste 50% gewicht had.
  21. 21. Gezichtsuitdrukkingen gebruiken BrainJuicer © 2006 Het in kaart brengen van emoties En de basis achter FaceTrace™ 23Month Yr
  22. 22. Paul Ekman heeft vastgesteld dat emotionele gezichtsuitdrukkingen niet cultureel bepaald zijn, maar universeel zijn over culturen heen Ekman’s onderzoek naar hoe emoties worden uitgedragen en begrepen via het gezicht leert ons: 1. Begrijpen welke emoties we in kaart moeten brengen. 2. En manier om emoties te interpreteren dmv eigen rapportage met een minimum aan cognitieve vertaling 24Month Yr
  23. 23. De 7 universele basis emoties Minachting Droefheid Verrassing Blijdschap Woede Angst Walging BrainJuicer © 2006 25Month Yr
  24. 24. Emotionele Meetmethode FaceTrace® Welke van deze gezichten geeft het beste weer hoe je je voelt tegenover de advertentie? Minachting In welke mate voel je [geselecteerde emotie] tegenover de advertentie? Droefheid Verrassing Wat zorgde er in deze advertentie voor Neutraal Blijdschap Woede dat je je zo voelde? Angst Walging 2007 BrainJuicer © 2006 2007 Award Winner 26Month Yr
  25. 25. CommScan in de Praktijk Het meten van emotionele betrokkenheid Met behulp van FaceTrace™ 27Month Yr
  26. 26. Emotion-into-ActionTM score – Predicting Business Effectiveness Intensity Score measured on a 1.70 100% Some emotions more conducive scale from 0 to +3 8 to positive commercial action 90% than others Contempt 8 80% 8 IPA experiment shows emotions Disgust 8 70% are best predictor of very large business effects Anger 8 60% Emotion- Fear We have created an emotional 50% 20 into- model predictive of business ActionTM 40% effectiveness by weighting each Sadness emotion based on its likelihood 30% to lead to action (see illustration Neutral 30 to the left) 20% Happiness 10% The result is an Surprise 10 Emotion-into-ActionTM score 0% 28
  27. 27. ‘Emotion-into-Action’ goede voorspeller van Reclame Efficientie Extent to which variation in each measure explains variation in efficiency (R-squared values) 0.5 0.4 0.37 0.3 0.27 0.25 0.2 0.16 0.1 0.05 0 Key Emotion-into- Persuasion Established Industry Brand Linkage Message on Action™ Cut-through Message Measure Equivalent 31 Base: 10 ads for which SOM and ESOV data is available from the IPA
  28. 28. Fame Ads: Definitie “Building ‘Fame’ of the brand or perceptions of its strength or authority – that is, the brand defines the category” (Marketing in the Era of Accountability, IPA DataMine, WARC, 2007)Fame Ads: – Maken grote emotionele responsen los – Generen hoge niveaus van blijdschap, in het bijzonder ‘geinspireerd/gelukkig/aangetrokken’ – Ze kunnen zeer lage scores tonen op rationele metingen zoals ‘ik wil het product kopen’, ‘relevantie’, ‘overtuiging’ – Vaak brengen een dubbele golf van blijdschap: Gorilla, Heineken Fridge – Hebben zeer grote hoeveelheden visueel detail hetgeen uitnodigt om opnieuw te willen kijken – Hebben een creatief idee zoals Axe ‘verleiding’ welke multimediaal 32 ingezet kan worden
  29. 29. ‘Fame’ ads:scoren bovengemiddeld op Emotion-into-ActionTM% of Cases(UK finished film norm) 50% = Great ads = Good ads 40% = Mediocre ads 81 31% 84 30% 28% 85 22% 20% 16% 10% 1% 1% 0% <65 66-70 71-75 76-80 81-85 >86 33 Emotion-into-Action™ Score
  30. 30. Cadbury Gorilla – Reasons for EmotionsIntensity Score 100% 2.17 Cannot see what the connection was betweenmeasured on a 5scale from 0 to +3 1 Phil Collins, Gorilla & Chocolate 1 90%Contempt Dont understand the connection between a 16 gorilla and chocolate 80% Good filming, but what has it to do withDisgust chocolate? 70% Excellent ad, not quite sure what gorillaAnger represents, but who cares. Fantastic % of respondents 60% Ad is brilliant and gorilla makes me laugh, itsFear very clever and easy to remember 50% The best ad around! I just love it!!!! it is different 65 and memorableSadness 40% Great ad, gets people talking about it, memorableNeutral 30% First time I saw it I was really surprised it was forHappy 20% What does a gorilla playing the drums have to do with chocolate? 10% Not what I was expecting. Trying to work outSurprise 12 whether the gorilla was real... 0% Bizarre and unique. Makes you watch 34 the whole ad to find the tagline.
  31. 31. FaceTrace & Reasons Why Which of these faces best expresses how you feel about the advert/idea for an advert you saw? Intensity Score measured on a 2.10 scale from 0 to +3 3 1 Childish playing to stereotypes Didnt mean anything to me 21 Its just a fridge Contempt Disgust Do people really behave like that? It seemed unrealistic Anger % of respondents Fear It was right up my street and made me laugh Sadness It was stereotypical and because of that it was amusing Neutral 63 Happiness Typical Heineken advert. It was funny Surprise It made me giggle As a woman I was amused by the shoes but the fridge was funny and unexpected 12 For women not surprised but then when it came to men surprised and funny Walk-In Fridge 35February 2010
  32. 32. FaceTrace: Evian Roller Babies UKWhich of these faces best expresses how you feel about the advert/ideafor an advert you saw? Intensity Score measured on a 1.33 2.21 scale from 0 to +3 3 1 5 Amusing, yes, but gimmicks can be dangerous. 2 0 4 4 1 3 The babies were freaky 1 Not sure what it has to do with mineral water 15 Contempt Seen clip before doesnt say anything about the product Disgust 40 Its too cute for me Anger It was an excellent advert that was cleverly made and very % of respondents Fear funny Sadness Definitely one that will be remembered - clever and comical Neutral 60 Happiness Happy Vibe, Funny Surprise 43 I find the babies very cute and appealing - clever advert Wasnt expecting to see rollerskating babies! I wondered how they did it? I thought it was a rather weird way of expressing feeling 12 7 young Was just so good UK Norm Evian Roller 36 BabiesFebruary 2010 Total Sample: 153
  33. 33. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% St a 100% 2 rt se 4 c Start s 6 ec s 8 ec 10 sec 12 se c 14 se c 16 se c 18 se c 20 se c 5 Seconds 22 se c 24 se c 26 se c 28 se c 30 se c 32 se c 34 se c 10 Seconds 36 se c 38 se c 40 se c 42 se c 44 se c 46 se c 15 Seconds 48 se c 50 se c 52 se c 54 se c 56 se c 58 se c 20 Seconds 60 se c 62 se c 64 se c 66 se c 68 se c 70 se c 72 se c 25 Seconds 74 se c FaceTracing Output: Cadbury Dairy Milk (Phil Collins) 76 se c 78 se c 80 se c End 82 se c 84 se c 86 se c 88 se c 90 se c se c37 Fear Anger Happy Disgust Neutral Surprise Sadness Contempt
  34. 34. FaceTracing – Tracing the Emotional Journey Intensity Score measured on a 0 0 1 0 1 0 1 0 3 3 3 3 3 3 3 0 0 0 1 0 1 0 1 1 6 5 5 5 5 5 5 5 5 6 6 scale from 0 to +3 0 1 10 11 11 11 10 2 1 1 0 1 12 12 13 3 3 3 3 3 1 1 2 3 3 3 1 1 0 1 0 1 0 1 0 1 2 2 2 2 0 1 2 1 1 2 1 2 1 1 0 1 0 1 2 0 1 1 0 1 1 1 2 3 3 1 0 1 1 3 4 2 0 1 1 0 4 2 2 0 0 2 1 0 1 1 Contempt 2 0 1 29 27 26 26 24 27 32 29 29 29 Disgust 38 Anger % of respondents 43 54 46 44 44 69 59 52 43 Fear 83 100 100 99 99 97 95 94 93 92 90 Sadness 36 39 40 40 44 48 49 Neutral 47 52 50 32 Happiness 25 24 25 25 25 Surprise 18 20 15 12 22 21 20 20 7 16 19 18 16 16 15 10 12 12 12 12 11 12 13 13 13 3 6 0 1 1 2 2 3 3 0 0 0 1 1 1 1 1 1 Start 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec 38February 2010
  35. 35. FaceTracing: Evian Roller Babies UK Intensity Score 0 0 1 0 1 1 1 1 measured on a 1 0 1 0 3 3 3 4 5 5 5 5 5 4 4 5 6 5 6 6 6 6 6 5 5 0 0 6 7 7 6 6 scale from 0 to +3 5 6 0 8 8 8 7 8 8 8 8 1 9 8 8 7 7 8 7 8 9 9 9 9 9 1 0 10 1 2 1 2 2 2 0 2 1 0 1 1 1 1 1 1 1 1 1 0 1 0 1 0 1 0 1 2 1 1 1 2 2 3 3 3 3 1 1 0 0 1 1 1 2 3 3 3 3 Contempt 1 3 3 3 2 2 2 0 2 0 The babies are scary! 1 0 0 3 0 0 0 Disgust 29 21 20 46 37 29 29 30 30 28 58 32 33 30 23 22 31 33 33 37 29 26 25 25 23 Anger % of respondents The babies have gone 77 Fear 100 99 97 95 Sadness Neutral 30 41 43 43 46 25 35 40 42 40 42 42 41 41 42 52 38 33 33 37 39 39 41 38 Happiness 21 I can see a baby Surprise about to start dancing 12 22 22 18 16 15 15 17 16 14 13 14 12 14 14 14 14 14 13 13 14 14 14 14 14 7 8 2 0 0 1 0 1 c c c c c c c c c c c c c c c c c c c c c c c c c ec ec ec ec rt se se se se se se se se se se se se se se se se se se se se se se se se se Sta 2s 4s 6s 8s 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 39February 2010 Total Sample: 153
  36. 36. Not all types of happiness are created equal… Happiness Types: Business vs Intermediate Effects 3.50 No. of very large intermediate effects Awe-inspired Grateful/appreciative 3.00 Ecstatic/blissful 2.50 Excited Uplifted Contented 2.00 Proud Sensorially Relieved Joyful over 1.50 pleased others’ misfortune Amused 1.00 1.00 1.50 2.00 2.50 3.00 No. of very large business effects 40 Base: 18 ads for which business effectiveness data is available from the IPA
  37. 37. Finale opmerkingen Om zowel efficientie als effectiviteit te behalen, zet emotie centraal in de reclame uitingen en hun campagnes. Emotie is geen middel maar een doel an sich. Campagnes gebaseerd op een ‘Reclame Boodchap’ kunnen wel omzet verhogend werken maar wel met lagere efficientie niveaus dan emotionele campagnes. Sommige emotionele lijnen (journeys) en bepaalde soorten blijdschap kunnen meer effectiviteit opleveren dan anderen. Maar al met al zijn positieve emoties goede voorspellers van reclame succes. 42
  38. 38. Bedankt! Carola Verschoor Managing Director BrainJuicer NL carola.verschoor@brainjuicer.com +31(0)648433201 Twitter: @carolaverschoor Web: www.brainjuicer.com 43Month Yr

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