More Related Content Similar to Ipsos ASI: Once Upon a Brand (20) Ipsos ASI: Once Upon a Brand5. “A genius is a guy like Norman
Einstein”
Jo Theismann
© Ipsos MORI
13. UP CLOSE AND EMOTIONAL
DEBORAH MCCRUDDEN, MANAGING DIRECTOR, IPSOS ASI
© Ipsos MORI
14. 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
15. EMOTIONS CAN BE EXTREME…
© Jill Greenberg – 2006 (End Times)
© Ipsos MORI
16. … AND SUBTLE
© Jill Greenberg – 2006 (End Times)
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18. …BUT HARDER TO VALIDATE
© Jill Greenberg – 2006 (End Times)
© Ipsos MORI
19. WHY DO WE CARE ABOUT
EMOTIONS?
• It defines RELEVANCE
• Tells us which information
ENGAGES…
• …And which is IGNORED
• Directs ATTENTION, enhances
MEMORY and learning
• And INFLUENCES BEHAVIOUR
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20. WE STILL NEED TO KNOW WHAT PEOPLE SAY AND DO
(CONSCIOUS)
Survey Conversations
Social Listening Behaviour
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21. BUT NOW WE ALSO KNOW HOW THEY ACTUALLY FEEL
(UNCONSCIOUS)
Brain Biometrics/
Waves Eye Tracking
Facial Implicit
Expressions/ Associations
Body Language (IAT TESTS)
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24. 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 /
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t e
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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
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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
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Wo r r i d /
e
Co d c e r n e
n
I n s p i
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Al o f /
o Op t i
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c
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Fe e l
Su p e r i r
o
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o
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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
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k e
those that are unstated and
Ha t
r e d Co n f i e n c e
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o t
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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
25. CAN WE JUST BIN TRADITIONAL RESEARCH THEN?
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26. EXPANSION NOT REPLACEMENT
“Bio / Neurometrics are new tools that expand marketing
insights, but do not replace all learning provided by traditional
research methods such as survey, qualitative and behavioural
response”
36 QUESTIONS TO HELP COMMISSION NEUROSCIENCE RESEARCH. COPYRIGHT
ESOMAR 2012
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28. 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.”
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30. UNDERSTANDING ENGAGEMENT
Autonomic
Nervous Approach or Biometric
Heart Response
System Avoid Belt
Arousal & Skin
Relevance Conductance
Boredom,
Respiration
Tension, Humor
Orientation Motion
© Ipsos MORI
35. 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
39. 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!!
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40. THANKS
deborah.mccrudden@ipsos.com
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41. TELLING BETTER STORIES TO DELIVER
GREATER PERSONAL RESONANCE
PETER PEREIRA, DIRECTOR, IPSOS ASI
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46. Focus on what can be controlled
Uncontrollable Controllable
Interactions Interactions
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48. Amendments to the
Brand View Story
Short Term
Flickr User:
Long Term
An Honourable German
Flickr User:
Lewishamdreamer
© Ipsos MORI
49. Low High
Emotional Emotional
Relevance Relevance
• Fulfils deep seated values
• High personal resonance
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50. Emotions Drive Personal Resonance
Personal Resonance Drives Motivation
Purchase 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
51. Emotions are not enough on their own
Flickr User:
The Paw Project
© Ipsos MORI
52. Personal Resonance Must Connect to the Brand
• Emotions not enough on their
own
• Weak relationship between
Brand Linkage
emotive power and retained
brand associations
Emotional Impact
© Ipsos MORI
53. Emotional Relevance Greater More Powerful
Best Chance of
~combined with~ Personal Brand View
Brand Connection Brand Selection
Resonance Story
© Ipsos MORI
54. 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
60. How Brands Can Tell Great Stories
Roots
Relevance & Reverb
Remarkable
Rally Cry
Ripple
© Ipsos MORI
62. 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
63. Establishing the Story Idea – “Remarkable, Rally Cry”
Remarkable
Standout messages and imagery
Rally Cry
Give a clear objective to the subject
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64. Low High
Personal Personal
Resonance Resonance
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65. Conclusion
When people consider brands, they do so based on how much
personal resonance is in their “brand view story” at that time
Brand owners can improve the chances of these “brand view
stories” having more personal resonance for the consumer by
telling better stories
© Ipsos MORI