Measuring Emotional Engagement with FaceTrace

Fresher Insights, Better Marketing Measuring Emotional Engagement with FaceTrace™

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

We seek to maximise... & minimise…

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.

Emotional Campaigns Outperform

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.

Yet MR still dominated by the ‘rational’

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:

Need for an intuitive, sensitive & useful measure

Ekman’s research on the way emotions are conveyed and understood via the face has two important implications:

Understanding which emotions we should be looking to capture.

A means of accessing emotions via self-report, with minimal cognitive processing

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Development of the faces metric

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

The Experiments

CDM Gorilla

Results Intensity Score measured on a scale from 0 to +3

Since emotions drive our motivations, their absence means the absence of action

The more emotion the better but splits by purpose; commercial or social

Whether emotion is evoked reflectively or autonomically matters hugely for understanding

2.17 1.31 0.71 0.79 1.58 1.92

CDM Gorilla – Emotional Triggers

Cannot see what the connection was between Phil Collins, Gorilla & Chocolate

I just don't get it – it frustrates me

Because its a ridiculous advert & makes no point could be 4 anything

Don't understand the connection between a gorilla and chocolate - lack of understanding as to what the advert is meant to achieve!

It seemed a bit drawn out - I kept waiting for something to happen!

There should be a loose connection between the advert and the product

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

Clever, inspired and funny

I absolutely love the ad but I'm not sure what it has to do with Cadburys

The Best Ad Around! I Just Love It!!!! it is different and memorable

Great ad, gets people talking about it, memorable - Nothing to do with chocolate but you wont forget ad

Ad is brilliant and gorilla makes me laugh

It's just such an amazing advert, I'm mesmerized by it

It's absolutely brilliant, can't take my eyes off the screen, so amusing

The sheer joy on his face!

Gives you a laugh therefore makes you feel happy

The expression on his face, the beating of the drum in time to the music - great

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!

What does a gorilla playing the drums have to do with chocolate?

Bizarre and unique. Makes you watch the whole ad to find the tagline.

Its a strange concept using a gorilla to promote chocolate .. kept me watching

R A = Autonomic Trigger R = Reflective Trigger R/A R R R R R R R R R R 2.17

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

Creates fear of germs, exaggerates the risk

The disgusting sludgy germ, unpleasant

The ad is repulsive and makes you not even want to watch to see who it is for

Icky, utterly revolting, but very, very clever

The ominous voice and the disgusting yucky bug

Germs are disgusting anyway, but these along with the voice grossed me out!

Looked slimy and evil and made me want to clean my loo

Is the toilet bleach and disinfectant I am using enough to kill these germs?

Horrible ad...almost frightening and wouldn't want my kids to see it

It made me laugh and want to keep watching to see what it was for

It portrays [brand] as a strong bleach which will kill all germs makes me happy

It was funny and a bit menacing - good animation

The kind of ad you would call people into the room to see very funny!

I was surprised to see something creepy. I like the ad though was like a film

I was surprised to see something creepy & nasty looking. I like the ad though

A A R Negative emotional transfer A = Autonomic Trigger R = Reflective Trigger A A R R

Emotions drive all our motivations

Absence of emotion = absence of any action

Greater the emotion = greater propensity for action

Reflective emotion = more helpful than autonomic

Validation of the Approach

FaceTrace distinguishes between those ads that have won effectiveness awards (real-world success) and those which have not

IPA award-winners evoke more emotion [exception reveals more negative emotion for non-award winner]

IPA award-winners evoke greater levels of happiness

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)

Absence of emotion will lead to inaction

Neutrality to be avoided. Strong negative correlation with key advertising measures, including memorability, desire to buy and persuasion:

Entertain- ing Ad Memor- ability Impact Desire to buy Persuasive Relevance Understand- ing Different How much told you

Matching Emotions to Advertising Objective is Key

Happiness is key in adverts where increased sales are the ultimate objective. Correlates strongly with key measures:

Matching Emotions to Advertising Objective is Key

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:

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)

Emotional Engagement & Fame

Recent Cadbury Dairy Milk Gorilla ad achieves an emotional intensity score far in excess of any other ad ever tested – at 2.17.

Base: 38 mixes CDM Gorilla ad 2.17 Highest Emotional Intensity Score On Database 1.92 Norm

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

Evidence of a Tipping Point? YouTube Hits Emotional Intensity Score

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

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”

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

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”