2013 05-08 best of esomar - canada

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Realeyes presentation at Best of ESOMAR in Toronto - 8th of May 2013

Published in: Automotive, Business
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2013 05-08 best of esomar - canada

  1. 1. BEST OF –CANADA2013TORONTO/ 8 MAYIN COOPERATION WITH MRIA (MarketingResearch and Intelligence Association)
  2. 2. Practical MethodologyPredict behaviorReported behaviorCost & timeprohibitiveCost & timeefficientFace-to-face:- Focus groups- DepthinterviewsGalvanic SkinResponseActual behaviorEEGOnlineSurveysOnlineQualIn-StoreReseachSocialMediaMonitoringOnlineCommunitiesIATEye-TrackingFacialCodingWebcam Emotions
  3. 3. Predictive PowerNumber of shares and viewsView-through and skip ratesLift in sales and subscriptionsLift in brand recallLift in share of voice
  4. 4. -15% -10% -5% 0% 5% 10% 15%HappySurprisedAngryScaredSadDisgustedLeast Video Action Most Video Action-15% -10% -5% 0% 5% 10% 15%HappySurprisedAngryScaredSadDisgustedLeast Viewed Most ViewedEmotions >Results
  5. 5. How Do Clients Use It?CREATIVEPick: screen best ideas and invest more in hitsEdit: execute against campaign goalsCompress: cut out shorter versionsMEDIAVersion: resonate with target audiencesPlace: buy context that amplifies responseBenchmark: advance your brand trackingShowcase via…
  6. 6. … Canadian Automotive Case Study21 ads, 7 car brands1,200 people tested in a weekSupported by Cido and Vision Critical
  7. 7. Pick
  8. 8. Why EmotionALL?Speed: snapshot reportingSkill: framework for interpretationSense: contextualized results
  9. 9. What is EmotionALL?COMPONENTSAttraction: 20%Retention: 20%Engagement: 30%Impact: 30%DIMENSIONSVerticalsGeographiesMedia LengthMedia Type
  10. 10. CANADIAN AUTOMOTIVE STUDY EmotionAll Score Attraction Retention Engagement ImpactHyundai Santa Fe XL - Spice It Up 2013 8 4 10 9 7Nissan Altima - Enough 7 7 7 7 5Volvo XC60 - Made for Candinavia Equity Film 6 8 5 6 5Chevrolet Trax - Find New Roads After Midnight 6 5 5 7 5Hyundai Santa Fe XL - Snowboard 2013 6 5 6 6 6Audi Quattro - Snowman 6 10 4 6 4Nissan Altima - Break Up 6 5 5 7 4Volvo XC60 - Made for Candinavia 5 6 4 6 4Chevrolet - Own Some Chrome Event 5 6 4 6 3Chevrolet - Find New Roads Anthem 5 6 3 6 4Honda Civic - New Style 2013 5 4 4 7 4Honda Civic - Precision Parking 2013 5 6 4 5 3Ford Fiesta - Fuel 2013 Canada 5 7 3 5 3BMW - M5 Bullet 5 3 5 5 4Hyundai Elantra - Car Of The Year 5 5 4 5 3Ford Escape - Junk In Your Trunk 2013 4 5 3 5 3BMW - Driven By Design 4 5 3 5 3Ford Fusion - Hybrid All-New 2013 Canada 4 5 3 5 2BMW - The New 7 Series 4 5 3 5 2Honda Civic - Keeping It In The Green 2013 4 4 3 4 3Audi Quattro - Land of Quattro 4 3 3 4 3
  11. 11. [CELLRANGE][CELLRANGE]0%2%4%6%8%10%12%14%16%18%0% 5% 10% 15% 20% 25% 30% 35% 40%SurprisedHappyHAPPY VS. SURPRISE
  12. 12. Edit
  13. 13. Bad start, good endingGood start, bad endingCut that out!Change the startcompletely
  14. 14. Compress
  15. 15. “… a place whereinnovation comesbefore convention …”???“… there is aplace whereyou could haveit all!Freedom, Comfort, Control…”BeautifulscenesAssuringstatementsWELCOME TOCANDINAVIA!“… modernScandinaviandesign meetsCanadian thirstfor adventure…”???Beautiful womanRunning horsesNatureMusic
  16. 16. Version
  17. 17. Benchmark
  18. 18. -6%-4%-2%0%2%4%6%8%10%Happy % Sad % Confused % Surprised % Scared % Disgusted %Volvo XC60 – Welcome to Candinavia Equity FilmPeak Emotions Compared to Automotive NormsTop 5 Bottom 5 Welcome to Candinavia
  19. 19. -8%-6%-4%-2%0%2%4%6%8%10%Happy % Sad % Confused % Surprised % Scared % Disgusted %Audi Quattro – Land of QuattroPeak Emotions Compared to Automotive NormsTop 5 Bottom 5 Audi Quattro
  20. 20. SummaryPractical: fast and simpleValuable: emotions matterScalable: … to a degree that willtruly change market research
  21. 21. Q & A
  22. 22. ClosingRoland KlassenESOMAR Representative for Canada

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