Measuring Emotional Engagement with FaceTrace

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En el marco del evento Emoción Desnuda del IESA, John Keron compartió un nuevo enfoque metodológico de aproximación al consumidor y cómo vincularse con éste de forma emocional tiene mayor impacto que …

En el marco del evento Emoción Desnuda del IESA, John Keron compartió un nuevo enfoque metodológico de aproximación al consumidor y cómo vincularse con éste de forma emocional tiene mayor impacto que estrategias racionales.

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  • 1. Fresher Insights, Better Marketing Measuring Emotional Engagement with FaceTrace™
  • 2. 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
  • 3.  
  • 4.  
  • 5.  
  • 6. The 7 basic universal emotions Autonomic Reflective BrainJuicer © 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear
  • 7. We seek to maximise... & minimise…
  • 8. 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.
  • 9. Emotional Campaigns Outperform
  • 10. 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.
  • 11. Yet MR still dominated by the ‘rational’
  • 12. 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:
  • 13. 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
     
  • 14. Development of the faces metric
  • 15. 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
  • 16. The Experiments
  • 17. 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
  • 18. CDM Gorilla
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. Validation of the Approach
  • 25. 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)
  • 26. 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
  • 27. Matching Emotions to Advertising Objective is Key
    • Happiness is key in adverts where increased sales are the ultimate objective. Correlates strongly with key measures:
    Entertain- ing Ad Memor- ability Impact Desire to buy Persuasive Relevance Understand- ing Different How much told you
  • 28. 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:
    Entertain- ing Ad Memor- ability Impact Desire to buy Persuasive Relevance Understand- ing Different How much told you
  • 29. 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)
  • 30. 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
  • 31. 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
  • 32. Evidence of a Tipping Point? YouTube Hits Emotional Intensity Score
  • 33. FaceTracing™: Emotional response and reasons why across the whole film
  • 34.  
  • 35. 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
  • 36. 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”
    • ‘ Roaring’ of characters evokes disgust
  • 37. 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
  • 38.