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Applications of Psycho-physiological 
Measures in Holistic Consumer Decisions: 
Using the Right Tool for the Right Questio...
2 
HOUSEKEEPING 
Duration: 1 hour 
Recording available within the next week 
Questions? 
•Use the Q&A box 
•Twitter #HCDRe...
Applications of Psycho-physiological 
Measures in Holistic Consumer Decisions: 
Using the Right Tool for the Right Questio...
Webinar Wednesday December 3, 12pm EST 
Presented By: 
Agenda 
Introduction 
Applied Consumer Neuroscience 
Case Study:...
5 
Sponsor: HCD Research 
5 
GLENN KESSLER 
President 
HCD Research 
DR. MICHELLE NIEDZIELA 
Scientific Director 
HCD Rese...
6 
Background and Industries 
6 
•Communications science company incorporated in 1991 
•Conducts traditional and communica...
7 
We use a suite of qualitative and quantitative tools to obtain valid scientific data that is comprehensive, insightful ...
8 
Global Capabilities- Research Projects Conducted in the Past 2 Years 
•We partner with trusted international associates...
9 
HCD Academic Background and Expertise 
Dr. Michelle Murphy Niedziela- Behavioral neuroscience expert in neuropsychology...
Applied Consumer Neuroscience
11 
Applied Consumer Neuroscience 
How do people see, interpret and behave in the world? 
Non-conscious 
Conscious 
Speak ...
12 
Breaking out of the Black Box 
Input 
Output 
Black Box 
While neuroscience was supposed to break us out of the “black...
13 
Combination of traditional measures, biometrics and contextual psychological testing show us how the consumer is perce...
14 
Products are experienced via sensory systems like sight, smell, taste, touch and sound – 5 dimensionally. This experie...
15 
Sensory Marketing
16 
Products are experienced via sensory systems like sight, smell, taste, touch and sound – 
5 dimensionally. 
Smell 
Tas...
17 
We specialize in customized research designs to best address your research questions to optimize and deliver actionabl...
18 
Pleasantness 
Arousal 
ACTIVATED 
DEACTIVATED 
UNPLEASANT 
PLEASANT 
Pleasant/Activated 
Unpleasant/Activated 
Unpleas...
19 
Approach/ Avoidance 
Arousal 
Emotional Valence 
ECSTATIC 
EXCITEMENT 
SURPRISED 
HAPPY 
PLEASANT 
NEUTRAL 
ENJOYMENT ...
20 
Shaded area = Emot. Target 
Test Samples 
Benchmarks 
Pleasantness 
Arousal 
Pleasant 
Unpleasant 
Mild 
Intense 
Bore...
21 
•Combining statistical methodologies (conjoint analysis, bayesian statistics, etc.) with applied consumer neuroscience...
22 
Working with clients to build research programs for consumer understanding, identify innovation opportunities, and pro...
23 
Customized Research 
Tell us about your product! In the comments/discussion section of this webinar, tell us about you...
Case Study: Methodology for Testing Beyond Liking and Intensity
25 
Many flavors/fragrances have similar liking scores. 
How do you choose the best flavor/fragrance for your product? 
He...
26 
Survey 
Concept Test 
Heart Rate 
Skin Conductance 
Facial EMG 
Fragrance Alone 
Concept Alone 
Fragrance + Concept 
0...
27 
Fragrance Alone 
A 
B 
C 
Attention (HR) 
NEUTRAL 
FOCUSED 
NEUTRAL 
Arousal (GSR) 
NEUTRAL 
RELAXED 
NEUTRAL 
Emotion...
Case Study: HCD Mindset™
29 
By combining these tools, we are able to assess the consumer’s emotional experience for meaningful impact of a product...
30 
Heart Rate 
Skin Conductance 
Facial EMG 
EEG 
Emotion PreTest 
Priming 
EyeTracking + 
Emotion PostTest 
Priming 
Eye...
31 
Using product attributes (fragrance/flavor, texture, colors) and messaging to drive emotions. 
•Negatively primed part...
Applications in Communication Research
Case Study: EmCodeRT™: Commercial Test
34
35 
BIOMETRICS IMPACT SCORE 
35 
Stopping Power 
(First 6 Seconds) 
Magnitude of the Orienting Response as a composite mea...
36 
EXECUTIVE SUMMARY: COMMUNICATION SNAPSHOT 
Commercial 1 
Commercial 2 
HCD Benchmarks/ 
Norms 
Biometrics Impact Score...
37 
COMMERCIAL 1: STOPPING POWER* (BIOMETRICS DURING FIRST 6 SECONDS) 
•Commercial 1 achieves Stopping Power that is sligh...
38 
COMMERCIAL 1: SUSTAINED POSITIVE ENGAGEMENT* (BIOMETRICS) 
Comparative sport scenes lose engagement, but viewers are p...
39 
COMMERCIAL 1: BRAND IMMERSION* (BIOMETRICS) AND BRAND RECALL 
Viewers are not engaged with the brand. They are more fo...
40 
COMMERCIAL 1: EMOTIONAL IMPACT OF AD ON BRAND & CALL-TO-ACTION 
Commercial 1 increases positive emotion towards the br...
41 
COMMERCIAL 1: CONCLUSIONS & RECOMMENDATIONS 
Key Moment 
Finding 
Recommendation 
Stopping Power (First 6 Seconds) 
Gl...
42 
Capabilities 
Traditional Measures 
Cognitive Testing 
Psycho-physiological Measures 
Interview 
Focus groups 
Survey ...
GLENN KESSLER 
Glenn.Kessler@hcdi.net 
DR. MICHELLE NIEDZIELA 
Michelle.Niedziela@hcdi.net 
MARCELLA MARKMAN 
Marcella.Mar...
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[Webinar] Applications of Psycho-physiological Measures in Holistic Consumer Decisions

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HCD Research, a leader in integrating psycho-physiological measures and traditional research techniques, will show how applied consumer neuroscience can help marketers and product developers make decisions with actionable recommendations in all stages of innovation: exploration, evaluation and validation. HCD will share technology-agnostic approaches that allows for flexibility in keeping up with the latest tools and scientific research and, most importantly, focus on client needs and goals.

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[Webinar] Applications of Psycho-physiological Measures in Holistic Consumer Decisions

  1. 1. Applications of Psycho-physiological Measures in Holistic Consumer Decisions: Using the Right Tool for the Right Question Webinar Wednesday December 3, 12pm EST Presented By:
  2. 2. 2 HOUSEKEEPING Duration: 1 hour Recording available within the next week Questions? •Use the Q&A box •Twitter #HCDResearch/ @HCDNeuroscience You are on mute
  3. 3. Applications of Psycho-physiological Measures in Holistic Consumer Decisions: Using the Right Tool for the Right Question Webinar Wednesday December 3, 12pm EST Presented By:
  4. 4. Webinar Wednesday December 3, 12pm EST Presented By: Agenda Introduction Applied Consumer Neuroscience Case Study: Methodology for Testing Beyond Liking and Intensity Case Study: HCD Mindset™ Applications in Communication Research Case Study: EmCodeRT™: Commercial Test Open Floor for Questions
  5. 5. 5 Sponsor: HCD Research 5 GLENN KESSLER President HCD Research DR. MICHELLE NIEDZIELA Scientific Director HCD Research MARCELLA MARKMAN Vice President Communications and Sensory Research HCD Research HCD Research offers tools to support the creation of better products, packaging and communications targeted at consumers for market & product research. HCD provides consumer experience insights for at home, in lab and on the shelf research. Mission Statement •HCD Measures the response of consumers to all stimuli which creates the perceptions of brands. •We focus on the consumer’s totality of brand perception , not only on specific elements of consumer experience •We are technology and methodology agnostic Positioning
  6. 6. 6 Background and Industries 6 •Communications science company incorporated in 1991 •Conducts traditional and communications science research worldwide •Applies research methods to study positioning, messaging, concepts, etc. •Multi-platform research Consumer Packaged Goods Financial Media Theme Parks Food/Beverage Health Care/Pharmaceuticals Politics
  7. 7. 7 We use a suite of qualitative and quantitative tools to obtain valid scientific data that is comprehensive, insightful and actionable. • Brain response – biometric measurements / eye tracking • Linguistic response – surveys / in-depth interviews • Behavioral response – intentions / decision making The approach enables us to assess consumer interaction with stimuli across all channels of the human experience. HCD’s research approach is grounded in a holistic understanding of how the mind/brain processes and responds to stimuli combined with expertise in applying biometric, survey and behavioral data to help clients select the optimal choice. What is the “HCD Difference?” Our emphasis is on integrating traditional and biometric data to help clients solve challenges with rich and actionable insights.
  8. 8. 8 Global Capabilities- Research Projects Conducted in the Past 2 Years •We partner with trusted international associates to deliver the most accurate translations and recruiting globally. •HCD biometric technicians are able to travel with our mobile biometric labs to any location.
  9. 9. 9 HCD Academic Background and Expertise Dr. Michelle Murphy Niedziela- Behavioral neuroscience expert in neuropsychology, psychology and consumer science Dr. Paul Bolls, Ph.D.- Co-director of the PRIME (Psychological Research on Information and Media Effects) Lab at the Missouri School of Journalism. Dr. Bolls co- authored the first book on using biometric measures to study how the mind processes media, "Psychophysiological Measurement and Meaning: Cognitive and Emotional Processing of Media“ Dr. Steven Struhl- Expert in advanced research methods. Steven is the author of Market Segmentation: An Overview and Review, as well over 25 articles on multivariate analysis, computer software, and psychology. Dr. Arthur Kover- Former editor of The Journal of Advertising Research, and is a Management Fellow at the Yale University School of Management. Experts on Staff
  10. 10. Applied Consumer Neuroscience
  11. 11. 11 Applied Consumer Neuroscience How do people see, interpret and behave in the world? Non-conscious Conscious Speak & Act Deliberate & Analyze Determine Meaning & Value Form Impressions
  12. 12. 12 Breaking out of the Black Box Input Output Black Box While neuroscience was supposed to break us out of the “black box” of understanding the consumer experience, much of “neuromarketing” has put us back into the box by using questionable methodologies, a focus on emotion alone, & little integration with traditional market/consumer research. Visit our blog to read more about my thoughts on using neuroscience properly: hcdi.net/blog
  13. 13. 13 Combination of traditional measures, biometrics and contextual psychological testing show us how the consumer is perceiving, evaluating and responding to stimuli. Implicit Testing - Cognitive tests to assess constructs Priming - Setting and measuring context Eye Tracking - Measuring attention Heart Rate Skin Conductance Facial EMG EEG Psychophysiological Research Contextual Testing Interview Focus Group Survey Concept Test Traditional Research Applied Consumer Neuroscience
  14. 14. 14 Products are experienced via sensory systems like sight, smell, taste, touch and sound – 5 dimensionally. This experience forms impressions in the brain that affect mood and arousal levels while setting a context for the product. Mood Type of experience (positive or negative) Arousal Level of interest stimuli is generating Context Product attributes (concept, branding, perception) 5D “Experience Innovation”
  15. 15. 15 Sensory Marketing
  16. 16. 16 Products are experienced via sensory systems like sight, smell, taste, touch and sound – 5 dimensionally. Smell Taste Touch Visual Sound Product1 Product2 Your Sensory Footprint
  17. 17. 17 We specialize in customized research designs to best address your research questions to optimize and deliver actionable results. Implicit Testing - Cognitive tests to assess constructs Priming - Setting and measuring context Eye Tracking - Measuring attention Heart Rate Skin Conductance Facial EMG EEG Psychophysiological Research Contextual Testing Interview Focus Group Survey Concept Test Tradiational Research Research Design
  18. 18. 18 Pleasantness Arousal ACTIVATED DEACTIVATED UNPLEASANT PLEASANT Pleasant/Activated Unpleasant/Activated Unpleasant/Deactivated Pleasant/Deactivated Tense | Fear | Anger Tired | Bored | Depressed Calm | Relaxed Excited | Elated HAPPY | PLEASED UNAROUSED STILL | SLEEPY SAD | UNHAPPY AROUSED HYPER Multidimensional Mood Map: 2D
  19. 19. 19 Approach/ Avoidance Arousal Emotional Valence ECSTATIC EXCITEMENT SURPRISED HAPPY PLEASANT NEUTRAL ENJOYMENT INTERESTED Multidimensional Mood Map: 3D
  20. 20. 20 Shaded area = Emot. Target Test Samples Benchmarks Pleasantness Arousal Pleasant Unpleasant Mild Intense Bored Miserable Angry Afraid Happy Astonished Glad Relaxed Tired Content Sad Distressed Disgust HCD HedonicsPlusTM
  21. 21. 21 •Combining statistical methodologies (conjoint analysis, bayesian statistics, etc.) with applied consumer neuroscience to create actionable metrics for consumer understanding HCDBioStat Metrics •Evaluating higher-order psychological benefits (confidence, beauty, alertness, etc.) of products and communications using a combination of psychological and neuroscientific methodologies HCDMindset •Ingredient & product differentiation - novel methodologies for testing beyond liking & intensity for sensory testing (from flavors to fragrances, colors to sounds) HCD BeyondHedonics •Beyond applied consumer neuroscience - building consumer technical models for successful product development and developing research pipelines and programs for successful products. HCD-CTM •Experience Innovation - consumer sensory market research methodology using a holistic approach to consumer understanding via the senses, understanding consumer multi-sensory experience from in-store, in-hotel, in-car to in-plane environments HCDWholeSense •Holistic approach to understanding user experience from websites to consumer and medical products such as toothbrushes and self administered medical tests; a methodology for studying consumer product use HCDneuroUX •Multi-faceted research approach to determine optimal message/claim combinations for each of your audience segments HCD MessageOptimizer •Concept testing that combines neuroscience and HCD AdverTest (online quantitative tool) to evaluate concepts by measuring conscious, explicit perceptions of brand messages HCD EMCodeRT Latest Innovations: Optimized Research Designs
  22. 22. 22 Working with clients to build research programs for consumer understanding, identify innovation opportunities, and provide scientifically meaningful claims. Building Consumer Technical Models Experience Innovation Project to Project Identifying Need Gaps Understanding Consumer Behaviors & Routines Building Scientific Claims & Consumer RTB Building a Successful Model Building Consumer Technical Models
  23. 23. 23 Customized Research Tell us about your product! In the comments/discussion section of this webinar, tell us about your product. At the end of the presentation we will explain how we would design around your product, consumers and questions.
  24. 24. Case Study: Methodology for Testing Beyond Liking and Intensity
  25. 25. 25 Many flavors/fragrances have similar liking scores. How do you choose the best flavor/fragrance for your product? Hedonics/Liking scores (9 point scale) #129 #234 #362 #412 #594 #613 #745 #861 7.05 7.01 6.94 6.67 6.55 6.49 6.39 5.73 a a ab b b b b c Methodology for Testing Beyond Liking and Intensity
  26. 26. 26 Survey Concept Test Heart Rate Skin Conductance Facial EMG Fragrance Alone Concept Alone Fragrance + Concept 0 2 4 6 8 10 Like extremely Like very much Like slightly Neither like nor dislike Dislike slightly Dislike very much Dislike extremely Please indicate how much you LIKE or DISLIKE this fragrance? 0 2 4 6 8 10 Very appropriate Somewhat appropriate Neither appropriate nor inappropriate Somewhat inappropriate Very inappropriate How APPROPRIATE or INAPPROPRIATE is this fragrance for a hand soap that is tough on dirt and cleaning yet soft and moisturizing on hands? Methodology for Testing Beyond Liking and Intensity
  27. 27. 27 Fragrance Alone A B C Attention (HR) NEUTRAL FOCUSED NEUTRAL Arousal (GSR) NEUTRAL RELAXED NEUTRAL Emotion (fEMG) POSITIVE POSITIVE NEUTRAL Methodology for Testing Beyond Liking and Intensity Concept Alone “Priming” Attention (HR) INATTENTIVE FOCUSED FOCUSED Arousal (GSR) NEUTRAL RELAXED RELAXED Emotion (fEMG) NEGATIVE NEUTRAL NEUTRAL Fragrance + Concept “Appropriateness” Attention (HR) NEUTRAL FOCUSED NEUTRAL Arousal (GSR) NEUTRAL AROUSED RELAXED Emotion (fEMG) NEUTRAL NEUTRAL POSITVE “liked” “boring” “liked” “novel” “liked” “appropriate” “comforting” “exciting”
  28. 28. Case Study: HCD Mindset™
  29. 29. 29 By combining these tools, we are able to assess the consumer’s emotional experience for meaningful impact of a product and/or product attributes. Beauty? Confidence. Higher Order Benefits
  30. 30. 30 Heart Rate Skin Conductance Facial EMG EEG Emotion PreTest Priming EyeTracking + Emotion PostTest Priming Eye Tracking HCD Mindset™
  31. 31. 31 Using product attributes (fragrance/flavor, texture, colors) and messaging to drive emotions. •Negatively primed participants expressed little interest in looking at own face, though it was an overall mixed emotional experience probably reflecting feelings of embarrassment. •Positively primed participants were very engaged and interested with looking at own face. Positive priming also appeared to rescue re-test decreases in self- confidence found in negatively primed and control groups. •These results are quite interesting, suggesting that negative messaging may not be damaging to self-confidence. Positive messaging, however, may attract the most interest in stimuli as well as increase overall feelings of self- confidence. This work could be very useful for designing products and positive communications in advertising. However, our sample size was small and therefore further study will need to be done to confirm these results. HCD MindsetTM Positive Negative Cognitive Priming “Confidence” Biometrics Attention Arousal Emotion Eye Tracking Towards Liked features Towards Disliked features HCD Mindset™ as presented at Society for Neuroscience 2014
  32. 32. Applications in Communication Research
  33. 33. Case Study: EmCodeRT™: Commercial Test
  34. 34. 34
  35. 35. 35 BIOMETRICS IMPACT SCORE 35 Stopping Power (First 6 Seconds) Magnitude of the Orienting Response as a composite measure of Cardiac Deceleration (Heart rate) + Arousal (GSR) + Emotion* (Facial EMG) In The First Six (6) Seconds •Extent to which an ad is likely to succeed at capturing attention in a cluttered advertising environment Sustained Positive Engagement Composite measure of Cardiac Deceleration (Heart rate) + Arousal (GSR) + Emotion* (Facial EMG) For The Remainder of Exposure •Extent to which an ad is likely to maintain attention and relatively strong levels of arousal with desired emotional response Brand Immersion Composite measure of Cardiac Deceleration (Heart rate) + Arousal (GSR) + Emotion (Facial EMG) During Branding Moments** •Extent to which an ad evokes a brand-favorable response during presentation of the branding elements Biometrics Impact Score The Composite Score of All Three Metrics * The use of Positive Emotion as measured by Facial EMG is determined by the Creative Brief ** All ads featured a single primary branding moment in the last 6 seconds of the exposure.
  36. 36. 36 EXECUTIVE SUMMARY: COMMUNICATION SNAPSHOT Commercial 1 Commercial 2 HCD Benchmarks/ Norms Biometrics Impact Score* 1.3 7.6 3.7 Stopping Power 1.2 0.8 1.5 Sustained Positive Engagement 0.2 2.9 0.7 Brand Immersion -0.1 3.9 1.4 Commercial Advertising Impact Score (CAIS) 17.0 19.7 18.2 Brand Recall (First Mention) 19% 21% 18% Key Selling Message (Unaided) 19% 13% n/a Claimed Positive Emotion Felt 81% 93% 83% Likelihood to Seek Additional Information (Top 2 Box) 22% 30% Likelihood To Use product More Often Or Get A New One (Top Box) 19% 26% n/a Indicates statistically significantly superior/inferior to the HCD Norm *Composite measure of Brand Positive Stopping Power, Sustained Positive Engagement and Brand Immersion •Commercial 2 is an emotionally engaging communications vehicle as it achieves a Biometrics Impact Score of 7.6. Commercial 1 is also consistent with HCD Norms across key dimensions of cognitive communication and call-to-action. •Commercial 2 is not as effective in telling an emotional story, as it achieves a CIS score of 1.3 which is directionally lower than the HCD Benchmark. This translates into lower call-to-action and perceptions of inspiration.
  37. 37. 37 COMMERCIAL 1: STOPPING POWER* (BIOMETRICS DURING FIRST 6 SECONDS) •Commercial 1 achieves Stopping Power that is slightly above the orienting response benchmark of 1.0 mostly driven by the face shots and the racer helmet shot. –There is an interruption in this attention between seconds 2 and 4, where viewers are switching to memory retrieval vs. encoding details on screen. This does not seem to detract from Stopping Power for this commercial. 1.2 1.5 0 1 2 3 COMMERCIAL 1 HCD BENCHMARK POSITIVE STOPPING POWER SCORE (FIRST 6 Seconds)* Magnitude of the Orienting Response* -1 0 1 2 0 1 2 3 4 5 6 Heart Rate Change from Baseline Attention *1.0 is validated as a benchmark for a minimally significant orienting response, which is indicative of Ad Stopping Power. *Magnitude of the Orienting Response as a composite measure of Cardiac Deceleration (Heart rate), Arousal (GSR) + Emotion* (Facial EMG) In The First Six (6) Seconds. SCENE 1 SCENE 2 SCENE 3 SCENE 4 SCENE 5 SCENE 6
  38. 38. 38 COMMERCIAL 1: SUSTAINED POSITIVE ENGAGEMENT* (BIOMETRICS) Comparative sport scenes lose engagement, but viewers are paying attention to these scenes. They me struggling with this content. Figure Skater is the most engaging content. Branding moment slightly raises arousal, but attention slightly falls off. -0.2 0 0.2 0.4 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Skin Conductance Change from Baseline Arousal 0.2 0.7 0 1 2 3 4 COMMERCIAL 1 HCD BENCHMARK SUSTAINED POSITIVE ENGAGEMENT SCORE Units of Positive Engagement* Composite measure of Cardiac Deceleration (Heart rate), Arousal (GSR) + Emotion* (Facial EMG) For The Remainder of Exposure. -2 0 2 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Heart Rate Change from Baseline Attention SCENE 1 SCENE 2 SCENE 3 SCENE 4 SCENE 5 Attention to the rest of the commercial is disrupted as shown by the alternating peaks and valleys over time. This detracts from engagement, which mostly occurs during comparative sports sequence. Some viewers found aspects of the commercial unclear or confusing ,and dislikes center on the shots of other sports. Focus returns once the skater is in full view. She works to re-engage viewers and sustain involvement through the end branding moment.
  39. 39. 39 COMMERCIAL 1: BRAND IMMERSION* (BIOMETRICS) AND BRAND RECALL Viewers are not engaged with the brand. They are more focused on the skater. The skater does serve as a linkage to the brand and may help drive recall. Brand Recall is at acceptable levels compared to HCD Norms, but could have trouble breaking through clutter against ads that have more visual branding or are more familiar. Spotlighted Skater & Brand Logo Scene The spotlighted skater pulls attention away from the brand logo and as a result, viewers are more engaged with the tagline. 19% 33% 9% 5% 20% 18% 69% 61% 63% 63% 82% 70% 1.4 0 1 2 3 4 5 COMMERCIAL 1 HCD BENCHMARK BRAND IMMERSION SCORE Units of Brand Favorable Response -0.1 *Composite measure of Cardiac Deceleration (Heart rate), Arousal (GSR) + Emotion (Facial EMG) During Branding Moments. Attention is not fully dedicated to encoding the logo as heart rate is climbing and leveling off Positive emotion is declining. Brand Recall All Mentions First Mention
  40. 40. 40 COMMERCIAL 1: EMOTIONAL IMPACT OF AD ON BRAND & CALL-TO-ACTION Commercial 1 increases positive emotion towards the brand. Call-To-Action measures are at parity to HCD Norms, and nearly half claim to want to use product more often after seeing the commercial. Pre-Exposure Ad Exposure Post-Exposure 0.14 0 0.05 0.1 0.15 0.2 COMMERCIAL 1 Positive Shift in emotional reaction to Brand (Biometrics) Self Report Measure (Top 2 Box) Commercial 1 (n=150) HCD Norm Claimed Positive Shift In Brand 42% 47% Is a Brand I Trust 59% 52% Is a Brand For Me 53% 46% Call-To-Action (Top 2 Box) Commercial 1 (n=150) HCD Norm Likelihood to Use Product More Often 44% n/a Prompts Me to Seek Additional Information 22% 30% Likelihood to Talk to Friends and Family About Commercial 29% 33% Test Average Indicates statistically significantly superior/inferior to the HCD Norm BRAND LOGO SCENE
  41. 41. 41 COMMERCIAL 1: CONCLUSIONS & RECOMMENDATIONS Key Moment Finding Recommendation Stopping Power (First 6 Seconds) Glimpses of skater’s face and preparing for her routine grabs attention. The introduction of the racecar starts to lose focus, but it engaging. None. Skater’s routine is the Most engaging and positively charged sequence. Any time the camera loses sight of her, there are short, quick declines in positive emotion and engagement. Try to keep skater in plain view throughout routine. Comparative sports sequence is disruptive to the flow of the story. The quick editing from sport to sport causes loss of engagement and some confusion. It is hypothesized that the transition from the feminine face shots to more male oriented sports may also cause confusion. Reconsider role of these scenes or try to simplify voiceover. It may be beneficial to shorten the clips of the other sports and show more of the skater in between these clips. Branding moment does not immerse audience into the brand. The scene is very dark and the pan away from the skater causes loss of engagement and positive emotion. Consider a closer shot of skater finale and her smiling as the brand logo is introduced. The commercial performs at levels near key Biometrics benchmarks, but the sequence of comparative sports disconnects the audience from the story which could detract from creating a strong positive emotional experience and connection with the brand and viewers could potentially opt out of watching. The quick editing style and somewhat technical voiceover of the comparative sports causes loss of engagement and some perceptions of confusion as focus moves away from the skater. The figure skater’s face and her routine are the strongest content. The routine is so positive that when it is over and the camera pans out from her, positive emotion declines. This carries over to the branding moment. Opportunity exists to improve the emotional impact of the commercial: SCENE 1 SCENE 2 SCENE 3 SCENE 4 SCENE 5 SCENE 6 SCENE 7 SCENE 8
  42. 42. 42 Capabilities Traditional Measures Cognitive Testing Psycho-physiological Measures Interview Focus groups Survey Ethnography Brand Recall Concept Appropriateness Biometric Eye Tracking Facial Coding EEG HR SC fEMG Phase I - Exploration What does the consumer think about this idea/product? ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ What are product improvement opportunities? ✓ ✓ ✓ What design/elements deliver the optimal product? ✓ ✓ ✓ ✓ ✓ ✓ ✓ Is there white space in this product category? ✓ ✓ ✓ ✓ Who is my consumer? ✓ ✓ ✓ What are the most highly valued product attributes? ✓ ✓ ✓ ✓ ✓ ✓ ✓ Phase II – Evaluation What flexibility is acceptable? ✓ ✓ ✓ Is my brand/product recognized by consumers? ✓ ✓ ✓ ✓ ✓ ✓ ✓ Is my brand correctly associated with my product? ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ What is the mood perception of my product? ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ What claims can we use in communications? ✓ ✓ ✓ ✓ ✓ ✓ ✓ Phase III – Validation Is the product appropriate? ✓ ✓ ✓ ✓ ✓ ✓ Is this product detectably different from another? ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ Are my visuals (packaging, product, etc.) appropriate? ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
  43. 43. GLENN KESSLER Glenn.Kessler@hcdi.net DR. MICHELLE NIEDZIELA Michelle.Niedziela@hcdi.net MARCELLA MARKMAN Marcella.Markman@hcdi.net Consumer Neuroscience Through Experience Innovation Corporate Headquarters HCD Research, Inc. 260 U.S. Highway 202/31 Suite 1000 Flemington, NJ 08822 Phone: 908-788-9393 Fax: 908-788-9393 Email: info@hcdi.net Tweet with us! @HCDNeuroscience Visit us at www.hcdi.net

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