Sarah Walker & Graham Page, Millward Brown at Chinwag Psych

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"Face value: measuring emotions without the guesswork"

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Sarah Walker & Graham Page, Millward Brown at Chinwag Psych

  1. 1. 1Face Value:Measuring emotion without theguessworkSARAH WALKERGRAHAM PAGE
  2. 2. MILLWARD BROWN NEUROSCIENCE PRACTICEGoal: To integrate neuroscience andpsychology-based methods into theresearch we do for clients
  3. 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. 4. WAS IT REALLY THAT MUCH OF A SHOCK?
  5. 5. NEW TOYS!
  6. 6. AND YET...Source:  ‘Growth,  Change  &  Opportunity’,  Esomar 2012$33.5bnglobal industry$25.5bn$6bn$2bnQUANTQUALOTHERNEUROMARKETING$100m
  7. 7. 1. SURVEY TOOLS AREN’T THAT BROKEN
  8. 8. 2. NEW METHODS ARE OFTEN NOT THAT SIMPLE
  9. 9. 3. EMOTION ISN’T ALWAYS EVERYTHINGSTRONGDISLIKESTRONGLIKING90% of brandsfall within anarrow rangeInherent emotional preferenceNEUTRAL
  10. 10. 4. DIFFERENT DOESN’T ALWAYS MEAN BETTER
  11. 11. WE’VE INVESTIGATED MANY METHODSNeuroscience CognitivePsychologyPhysiologyIndirect measurements of responsesto marketing and brands
  12. 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. 13. FACIAL CODINGEmotionsexperiencedExpressionaggregationand analysisFacial expressionrecognitionParticipant turnson webcamFacial featuresidentified
  14. 14. ADDS INSIGHT IN MANY DIFFERENT SITUATIONSHighlighting the power of keymoments Optimising Ad lengthFirst viewSecondviewUnderstanding wear-in and comprehension
  15. 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. 16. MORE OF A ‘NUDGE’ THAN A REVOLUTION
  17. 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

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