Ipsos ASI: Once Upon a Brand

ONCE UPON A BRAND April 19th, 2012 © Ipsos MORI

Our Speakers Today… Dr. Nick Southgate Deborah McCrudden Peter Pereira © Ipsos MORI

#brandstories@IpsosASIUK © Ipsos MORI

HOW STORIES BUILD BRANDS & CHANGE BEHAVIOUR NICK SOUTHGATE © Ipsos MORI

“A genius is a guy like NormanEinstein”Jo Theismann © Ipsos MORI

Source: www.whoateallthepies.tv © Ipsos MORI

THANK YOU © Ipsos MORI

UP CLOSE AND EMOTIONALDEBORAH MCCRUDDEN, MANAGING DIRECTOR, IPSOS ASI © Ipsos MORI

EMOTIONS ARE IMPORTANT• Not just feelings• Physiological responses throughout the brain and body• Activities in limbic system• Trigger physiological autonomic responses in the heart, skin, face, etc © Jill Greenberg – 2006 (End Times) © Ipsos MORI

EMOTIONS CAN BE EXTREME… © Jill Greenberg – 2006 (End Times) © Ipsos MORI

… AND SUBTLE © Jill Greenberg – 2006 (End Times) © Ipsos MORI

EMOTIONS ARE EASY TO EVOKE… © Jill Greenberg – 2006 (End Times) © Ipsos MORI

…BUT HARDER TO VALIDATE © Jill Greenberg – 2006 (End Times) © Ipsos MORI

WHY DO WE CARE ABOUTEMOTIONS?• It defines RELEVANCE• Tells us which information ENGAGES…• …And which is IGNORED• Directs ATTENTION, enhances MEMORY and learning• And INFLUENCES BEHAVIOUR © Ipsos MORI

WE STILL NEED TO KNOW WHAT PEOPLE SAY AND DO(CONSCIOUS) Survey Conversations Social Listening Behaviour © Ipsos MORI

BUT NOW WE ALSO KNOW HOW THEY ACTUALLY FEEL(UNCONSCIOUS) Brain Biometrics/ Waves Eye Tracking Facial Implicit Expressions/ Associations Body Language (IAT TESTS) © Ipsos MORI

WHY ADD NEUROSCIENCE? © Ipsos MORI

BECAUSE IT TELLS US SAYS SOMETHING EXTRA © Ipsos MORI

BEST OF BOTH WORLDS• Ipsos has provided self-report measures of emotion for several years. These are just the beginning… Ap a t h e t i / c Un m o v e d At p e a c e / N o r ma l G r a t i u d / t e Re l v e d e i S L o n e l / y h y I g n o r e d T i e d / Wo r n O u r t En t e r t a i e d n / Pl a s e d e Sa d / De p r e s s d e Co o l Ca l / m Bo r e d J W a r m Fu z y z e• Now we can go beyond stated and Cu r i u s / I n t r s t d o e e e a l Su r p r i e d / s o u Ha p p y Am a z e d s / w s i h T Co n f u s e d u f l r u Di a p p o i t e d s n s t Wo r r i d / e Co d c e r n e n I n s p i r e d / Al o f / o Op t i mi t i c s Fe e l Su p e r i r o L o v Em b a r r a s s d / s a me d G u e Ah / t l i e H a r mo n y / At t r a c t i n o / Co n n e c t i n A o Ch a r m e d accessible emotions (feelings) to Ap p r e c i t e d / a Sp e c i l a I n t i i a t e md d Up s e t Fr e e / Un r e s t r i t e c d Tu r n e d - o n I r r i a t e d t Sk e p t i a l c Sh o c k e d Di l s i k e those that are unstated and Ha t r e d Co n f i e n c e d Pr o u d / / Se l - Re s p e c t f p u Re l s e d 0% Ex p l i e d / o t Ri p e d - o f f p An g r y / Ou t r a g e d Ea g e r / En t h u s i s t i a c inaccessible• Now we can offer conscious & unconscious understanding for 0% holistic interpretation and better ROI © Ipsos MORI

CAN WE JUST BIN TRADITIONAL RESEARCH THEN? © Ipsos MORI

EXPANSION NOT REPLACEMENT“Bio / Neurometrics are new tools that expand marketinginsights, but do not replace all learning provided by traditionalresearch methods such as survey, qualitative and behaviouralresponse”36 QUESTIONS TO HELP COMMISSION NEUROSCIENCE RESEARCH. COPYRIGHTESOMAR 2012 © Ipsos MORI

THE SCIENCE BIT…. © Ipsos MORI

EMOTIONS EXPERIENCED IN THE BODY Skin Conductance Heart Rate Breathing Motion “My skin tingles with “My heart “It takes my breath “It moves anticipation.” leaps with joy.” away.” me.” © Ipsos MORI

UNDERSTANDING ENGAGEMENT © Ipsos MORI

UNDERSTANDING ENGAGEMENT Autonomic Nervous Approach or Biometric Heart Response System Avoid Belt Arousal & Skin Relevance Conductance Boredom, Respiration Tension, Humor Orientation Motion © Ipsos MORI

UNDERSTANDING ENGAGEMENT Autonomic Nervous Biometric System Belt Combined Emotional Response Engagement © Ipsos MORI

SUPER BOWL 2012 - CHRYSLER © Ipsos MORI

SUPERBOWL 2012 - CHRYSLER © Ipsos MORI

CHRYSLER ANALYSIS• Biometrics show strong performance• Strong on both cognitive and emotive power• Online activity post Superbowl very strong (search, share, click)• More active feelings• Effect of ensuing controversy over ad and whether political (pro-Obama)• Is it doing more for category than brand? © Ipsos MORI

NEARLY THERE… © Ipsos MORI

COULD A SINGLE WORD CHANGE YOUR REACTION? © Ipsos MORI

“BEFORE” © Ipsos MORI

IN CONCLUSION• … need emotions layered with state of the art conscious and verbal measures• …be open to the possibility that biometrics can be more ‘accurate’ than survey techniques – sometimes• …not necessary all the time• …be aware of context and how this changes perceptions emotionally• Follow Einstein’s dictum!! © Ipsos MORI

THANKS deborah.mccrudden@ipsos.com © Ipsos MORI

TELLING BETTER STORIES TO DELIVER GREATER PERSONAL RESONANCE PETER PEREIRA, DIRECTOR, IPSOS ASI © Ipsos MORI

Exploring Personal Resonance © Ipsos MORI

The True Consumer Point of View © Ipsos MORI

BRAND VIEW STORY © Ipsos MORI

Focus on what can be controlled Uncontrollable Controllable Interactions Interactions © Ipsos MORI

Amendments to theBrand View StoryPositiveNegative © Ipsos MORI

Amendments to theBrand View StoryShort Term Flickr User:Long Term An Honourable German Flickr User: Lewishamdreamer © Ipsos MORI

Emotions Drive Personal ResonancePersonal Resonance Drives MotivationPurchase Intent 59%“Definitely will buy” 46% 42% 35% 26% 28% 10% 0 1-2 3-4 5-6 7-8 9-10 11+ Emotional Relevance © Ipsos MORI

Personal Resonance Must Connect to the Brand • Emotions not enough on their own • Weak relationship betweenBrand Linkage emotive power and retained brand associations Emotional Impact © Ipsos MORI

Emotional Relevance Greater More Powerful Best Chance of ~combined with~ Personal Brand View Brand Connection Brand Selection Resonance Story © Ipsos MORI

The Aim of the Game Influence how consumers define their Brand View Story Build compelling stories of your own Ones that will resonate at a personal and emotional level and deliver a brand connection © Ipsos MORI

Establishing the Story Idea – “Relevancy, Reverb & Ripple” Relevancy Compelling facts “It [TV] simply says I want to create an emotional resonance Reverb with my audience. I don’t want to tell them Attaching these facts to a social truth anything; I just want them to feel something” - David Golding, Adam Ripple & Eve Support through all marketing streams © Ipsos MORI

Establishing the Story Idea – “Remarkable, Rally Cry” Remarkable Standout messages and imagery Rally Cry Give a clear objective to the subject © Ipsos MORI

ConclusionWhen people consider brands, they do so based on how muchpersonal resonance is in their “brand view story” at that timeBrand owners can improve the chances of these “brand viewstories” having more personal resonance for the consumer bytelling better stories © Ipsos MORI

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Ipsos ASI: Once Upon a Brand

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