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Nicki Akers

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Nicki Akers #ogilvychange lab day

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Nicki Akers

  1. 1. Neurosense & Ogilvy PR The American Express Service Study
  2. 2. Objectives of the study To research and where possible support the following hypotheses: • Providing and receiving great service feels good • Providing and receiving great service can be good for you • Providing great service feels as good as receiving it • Great service feels so good there is an innate, human desire to pass that feeling on
  3. 3. Methodology The study was structured in two complementary phases : 1. Phase one: Canada, UK, Mexico, Australia. Tackled the psychological response to great service, capturing participants’ nonconscious emotions and attitudes using Neurosense’s proprietary online BrainLink™ software. 2. Phase two: measured the physiological reactions (heart rate, breathing rate and galvanic skin response) participants had to great service. Phase two was conducted using N-RAM™ processes and biometric equipment in the labs at the University of West of England in Bristol. • The study took place during April and May 2013
  4. 4. How implicit works The brain stores information based on closeness of association or shared meaning between concepts WATER WET FLOOD RAIN THAMES Safari PLEASE NOT ME!
  5. 5. How we did it… Phase Sample Measure Input Prime Words Semantic Priming Phase 1: BrainLink (e.g. happy, content) Target Words Four Brand Markets (e.g. feeling relieved, being helpful) THE AMERICAN EXPRESS SERVICE STUDY RESULTS Semantic Priming Phase 2: NRAM Video Stimuli UK Based Physiological Measures
  6. 6. The American Express Service Study: The Results A healthy dose of service is just what the doctor ordered: how great service can improve your health Nicki Akers Account Director At Ogilvy PR Physiologically Psychologically Emotionally
  7. 7. Conclusion: Was the study able to support the initial hypotheses • Providing and receiving great service feels good… Yes • Providing and receiving great service can be good for you… Yes • Providing great service feels as good as receiving it… Yes • Great service feels so good there is an innate, human desire to pass that feeling on… Yes
  8. 8. The Implications for American Express Nicki Akers Account Director At Ogilvy PR
  9. 9. Thank you

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