Sarah Walker & Graham Page, Millward Brown at Chinwag Psych

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"Face value: measuring emotions without the guesswork"

"Face value: measuring emotions without the guesswork"

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  • 1. 1Face Value:Measuring emotion without theguessworkSARAH WALKERGRAHAM PAGE
  • 2. MILLWARD BROWN NEUROSCIENCE PRACTICEGoal: To integrate neuroscience andpsychology-based methods into theresearch we do for clients
  • 3. THE LIGHT DAWNS!Dr. Pete Lunn ,Economic and Social Research Institute, DublinSpring 2009“The  implications  of  behavioural economicsare presently dawning onconsumer agencies.Enlightenment  has  begun”
  • 4. WAS IT REALLY THAT MUCH OF A SHOCK?
  • 5. NEW TOYS!
  • 6. AND YET...Source:  ‘Growth,  Change  &  Opportunity’,  Esomar 2012$33.5bnglobal industry$25.5bn$6bn$2bnQUANTQUALOTHERNEUROMARKETING$100m
  • 7. 1. SURVEY TOOLS AREN’T THAT BROKEN
  • 8. 2. NEW METHODS ARE OFTEN NOT THAT SIMPLE
  • 9. 3. EMOTION ISN’T ALWAYS EVERYTHINGSTRONGDISLIKESTRONGLIKING90% of brandsfall within anarrow rangeInherent emotional preferenceNEUTRAL
  • 10. 4. DIFFERENT DOESN’T ALWAYS MEAN BETTER
  • 11. WE’VE INVESTIGATED MANY METHODSNeuroscience CognitivePsychologyPhysiologyIndirect measurements of responsesto marketing and brands
  • 12. 0200400600800100012001400Cumulative Link + Facial Codingsales to dateFACIAL CODING SUCCESS0-1000 adsin 15 monthsFastest ever uptake of a non-mandatory innovation&2012 Award for TechnologyInnovation andEffectiveness
  • 13. FACIAL CODINGEmotionsexperiencedExpressionaggregationand analysisFacial expressionrecognitionParticipant turnson webcamFacial featuresidentified
  • 14. ADDS INSIGHT IN MANY DIFFERENT SITUATIONSHighlighting the power of keymoments Optimising Ad lengthFirst viewSecondviewUnderstanding wear-in and comprehension
  • 15. Relationship(R2)with saleseffectiveness60%42%73%Persuasion rating only Dislike expressions only Persuasion + Dislike expressionsIncrease inexplanatorypower due tofacial codingHighpersuasion =greater salesLowDislike= greater salesHigh persuasion+ Low dislike= greater salesTHE REAL POWER COMES FROM INTEGRATION
  • 16. MORE OF A ‘NUDGE’ THAN A REVOLUTION
  • 17. THANK-YOUGraham PageEVP, Consumer Neurosciencegraham.page@millwardbrown.comSarah WalkerR&D Director, Consumer Neurosciencesarah.walker@millwardbrown.comCorprorate info: www.millwardbrown.comTry facial coding yourself: www.affectiva.com/affdex/#pane_tryit