EmotiScoreTM measures customers’ true emotions


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A systematic approach to measure emotional experience in visual consumer communication

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EmotiScoreTM measures customers’ true emotions

  1. 1. Email info@blicx.com for further information Copyright © 2014 Blicx Ltd | Company No. 07054354 | Registered in England and Wales Page | 1 EmotiScoreTM measures customers’ true emotions A systematic approach to measure emotional experience in visual consumer communication People respond emotionally to visual brand stimuli such as promotional ads or images on social media. Emotions are unreflective but immediate, true, personal and powerful responses to what we feel. A positive experience can trigger beneficial customer behaviour such as product interest or purchase intent. A negative experience can be detrimental to the brand. Many companies still rely on traditional quantitative question techniques to assess marketing effectiveness in this space. Complex rating scales still have its value but people feel too bored and exhausted to provide honest feedback. More intuitive, simpler and cost effective methods are needed in order to measure emotions. Emoticons as basis of EmotiScoreTM EmotiScoreTM is based on two effects: Firstly, neuroscience has proven that our human brain is doing a pretty good job in decoding & interpreting human facial expressions. We are able to immediately recognise distinct emotions, e.g. if somebody is happy, sad, surprised, angry or disgusted. Secondly, with the use of social media we humans have trained our brain to react to emoticons in the same way as we decode real human faces. The latest research show that emoticons trigger the same brain areas of the occipitotemporal cortex as human face expressions do. Measure the true emotional brand experience of your customer with EmotiScoreTM  Systematic analysis of distinct emotions  Intuitive to understand  Non-verbal and cross cultural  Designed for qualitative and quantitative research  Versatile application How and where to apply EmotiScoreTM ? Post-testing method Review and quantify emotional response to branded visual assets posted on company website, social media channels and third party internet pages.  Identify strengths and weaknesses of the imagery  Understand the current level of emotional engagement with your customers per channel over time  Benchmark visual assets against a normative data sets  Impact analysis to clarify which visuals show highest effect on KPI’s such as brand interest purchase intent or social engagement  Find the visual design which is the most effective for the brand Pre-testing method Testing of new marketing material, concepts, images, advertisement, video, product design, packaging etc. in a secure (anti-leakage) environment.  Find the new assets concepts that have the highest emotional impact  Identify the best images to trigger product or brand awareness  Design creative concepts in line with the highest impact on relevant KPI’s Positive emotions evoked by product visuals can trigger purchase intent, owning ratio or usage frequency. Brands need a systematic tool to measure and quantify emotional experience. Pre- and post-testing methodology to reveal the value of your communication.
  2. 2. Email info@blicx.com for further information Copyright © 2014 Blicx Ltd | Company No. 07054354 | Registered in England and Wales Page | 2 Case Study: Coffee Shop Emotion Survey High street coffee shops such as Starbucks, Costa and Caffè Nero are very popular. We wanted to find out what type of imagery is the most emotional. Are high quality produced promotional visuals more or less emotional than funky, creative social content? What impact do in-store ads and promotional campaigns have on the customer? Which brand provides the most emotional content? Six image categories were defined and then tested via an online survey (n=1,000 UK adults). Respondents rated a mix of 60 authentic visuals from their preferred coffee shop brand. The results show that, in general, branded visuals (e.g. the image of a brand logo) carry the highest emotional potential whereas imagery from social media is the least appealing among a normative sample of coffee shop visitors. Result: Clear branded visuals are more appealing than unbranded, low-key imagery Visual effectiveness = Emotional experience * brand differentiation The visual impact of a brand can be measured on two dimensions: (1) Emotional experience measured by positive or negative emotions (2) Brand differentiation measured by the unique effect in which the image sets itself apart from other brands. The Emotion Map, based on a four quadrant model, identifies the most/least effective visuals by total market, category or brand. The survey showed that branded visuals appeal more to the audience than authentic visuals without clear branding. Logos evoke the highest positive emotions. 36% say they feel “happy” when they see the brand logo compared to 20% for other visuals. Generic product promotions (e.g. a branded cup of coffee) bring more positives feelings than atmospheric visuals (e.g. happy customers in the coffee shop drinking coffee). Social media content, although appealing to some, is for many too confusing (up to 42%), boring (up to 15%) or meaningless (5%). What EmotiScoreTM means for brand marketing professionals:  Emotional experience can be measured via EmotiScoreTM methodology  Receive a systematic analysis on the emotional experience of imagery and brand stimulus  Data rich reporting provide clear understanding: From a single imagery to total market view in easy- to-understand data charts with benchmarks comparisons  Track emotional brand experience over time or via one-off assignment BlicxTM tested & validated the emotion scale in the UK coffee shop survey with (n=1,000) online respondents. Statistical analysis with benchmark comparison reveals the power of your visuals. The data comes with detailed analysis per visual or in aggregated view to assess total markets. If you want to know how we can help your brand send an email to info@blicx.com or visit www.blicx.com Philipp Wagner is Market Research Director at Blicx Ltd and developed EmotiScoreTM, the emotion testing methodology together with clients from the video games industry. Philipp has 11 years of experience with qualitative and quantitative research practice in global consumer and youth markets. After working for GfK and Forrester Research Philipp now heads up the Blicx team of research experts in London.