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Transcript of "Sensory logic 2011"
Studies Show Radio Ads are as ENGAGING as TV commercials!<br />Sensory Logic’s Engagement Research Supports Gallup & Robinson’s <br />
Sensory Logic, Inc<br />Who is Sensory Logic?<br /><ul><li>The market leader in helping major, global companies measure and manage emotions in strategic as well as tactical terms for over a decade. </li></ul>What is Sensory Logic’s method?<br /><ul><li>Combining unique research tools like eye tracking and facial coding with traditional ratings and verbal input. </li></ul>Why this method?<br /><ul><li>Integrating different research activities allows Sensory Logic to build a complete emotional analysis of response to commercials.</li></li></ul><li>Dan HillPresident of Sensory Logic, Inc<br />Dan Hill is a recognized authority on the role of emotions in consumer and employee behavior.<br /> Sensory Logic’s unique research tool, facial coding, is highlighted in Malcolm Gladwell's best-seller, Blink, and is used by the CIA and FBI.Background:Dan Hill received his Ph.D. from Rutgers University following studies at Brown University, Oxford University, and St. Olaf College. He is a frequent speaker at business conferences and seminars in the U.S., as well as in Europe and Asia.<br />
The Importance of Facial Coding<br />“By the 1980s, psychologists had largely accepted as a ‘fundamental axiom of behavioral science’ the link between faces and emotions. Emotion therefore explains facial behavior, and facial behavior is an objective index of emotion.”<br />“The face is an enormously rich source of information about emotions.”<br />
Sensory Logic’s Testing Options<br />Sensory Logic Web Testing<br />Participants with webcams engage in testing online.<br />- OR -<br />One-on-One Interviews<br />Traditional, moderator-driven<br />Interviews in focus-group facilities.<br />
Sensory Logic utilizes the Facial Action Coding System to determine a Consumer’s Emotion Engagement<br />How is the system scored?<br /><ul><li>A FACS coder "dissects" an observed expression, breaking it down into 23 specific AU’s (Action Units) that are produced by the movement of 43 facial muscle movements that each correspond to one or more of 7 core emotions that are universal across cultures:
Contempt</li></ul>Facial coding works because the expressions are hardwired into the brain (even a person born blind has the same expressions), and is real-time, not cognitively filtered data.<br />
Sensory Logic’s Engagement Research Results<br />The following summarizes Radio/TV commercial engagement scores over the past 5 years using the Facial Action Coding methodology<br />
Radio has a 15% advantage over TV for engaging consumers!<br />Radio vs Television<br />
To qualify as being engaged at least one of the 23 AUs (action units) had to be observed while viewing or listening to the commercial to qualify as being “engaged”.<br />So 40% as the average engagement score for TV means that, on average, 40% of the people that were tested experienced at least one code-able emotional response while taking in the commercial (it can be multiple emoting, but has to be at least one per person to qualify them as engaged).<br />
Radio Outperforms TV Throughout The Engagement Continuum<br />Radio vs Television<br />-“Minimum” and “maximum” refers to the scores of the highest scoring and lowest scoring commercials. <br />-“Mean” is the average. <br />-1st quadrant summarizes lowest scoring 25% of commercials. <br />-3rd quadrant represents scores of third highest scoring quartile<br />
These results mirror the findings of Gallup & Robinson with Sensory Logic & G&R both evaluating facial muscle activity to gauge emotional engagement. Sensory Logic utilizes a webcam to record reactions, while G&R utilized biofeedback via Facial Electromyography and Continuous Emotional Response Analysis, both of which attached electrodes to the face of the participants to determine muscle movement and thus engagement.<br />
Radio edged out TV for higher positive ad receptivity by consumers!<br />
Conclusion<br /><ul><li>Two extremely well respected research companies with “similar” methodological practices came to the same conclusion
Radio advantage becomes more pronounced when cost/pricing is considered
As media plans are finalized for rest of 2010 and created for 2011, it would be wise for any marketer intent on outperforming the competition to give radio the consideration the medium deserves </li>
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