Measuring Emotional Engagement for Early Stage Creative
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Transcript of Measuring Emotional Engagement for Early Stage Creative
Measuring Emotional Engagement for Early Stage Creative
Using Faces
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5Paul Ekman
6The 7 basic universal emotions
Autonomic Reflective
7We seek to maximise... & minimise…
8Emotions drive all our decisions…
9Yet MR still dominated by the ‘rational’
10Some MR pioneers for the emotional
11Techniques for measuring emotionsQuestion 99:Please indicate which of the following emotions you felt during the ad?Surprise 1Excitement 2Attraction 3Inspiration 4Hatred 5Repulsion 6Anger 7Sadness 8Guilt 9
Desmet, Hekkert & Jacobs (PrEmo), 2000
Lang’s Self Assessment Manakin (SAM), 1980
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Ekman’s research on the way emotions are conveyed and understood via the face has two important implications:
1. Understanding which emotions we should be looking to capture.
2. A means of accessing emotions via self-report, with minimal cognitive processing
Need for an intuitive, sensitive & useful measure
13Development of the faces metric
14
Which of these faces best expresses how you feel about this advert?
To what degree did this advert make you feel [selected emotion]?
And what was it about this advert that made you feel
this way?
[Use MindReader to capture reasons for each emotion]
The final emotional engagement measure
15The Experiments
16Results
7 5 3 3 1
70
25 28
62
19
25
61
61
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48
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92 3 4 1 21
36
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Guinness Domestos Abbey Charity Ad A Charity Ad B
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
Intensity Score measured on a scale from 0 to +3
1.92 1.58 0.79 0.71 1.31
Since emotions drive our motivations, their absence means the absence of action The more emotion the better but splits by purpose; commercial or social Whether emotion is evoked reflectively or autonomically matters hugely for understanding
17Emotional engagement & reasons why
% Feeling Each Emotion - Having seen the advert, please select the emotion below which most closely matches how you feel about it. Intensity Score measured on a scale from 0 to +3
• Creates fear of germs, exaggerates the risk
• The disgusting sludgy germ, unpleasant• The ad is repulsive and makes you not even want to watch to see who it is for• Icky, utterly revolting, but very, very clever• The ominous voice and the disgusting yucky bug• Germs are disgusting anyway, but these along with the voice grossed me out!• Looked slimy and evil and made me want to clean my loo
• Is the toilet bleach and disinfectant I am using enough to kill these germs?• Horrible ad...almost frightening and wouldn't want my kids to see it
• It made me laugh and want to keep watching to see what it was for• It portrays [brand] as a strong bleach which will kill all germs makes me happy• It was funny and a bit menacing - good animation• The kind of ad you would call people into the room to see very funny!
• I was surprised to see something creepy. I like the ad though was like a film• I was surprised to see something creepy & nasty looking. I like the ad though
A
A
R
R
Negative emotional transfer
A = Autonomic TriggerR = Reflective Trigger
18IPA Award-Winners Experiment
Intensity Score measured on a scale from 0 to +3
IPA award-winners evoke more emotion [except with for Cat Food example] IPA award-winners evoke greater levels of happiness
Significant difference at 95% confidence
1.02 1.51 1.86 0.99 1.69 1.730.94 1.79
19Absence of emotion will lead to inaction Neutrality to be avoided. Strong negative correlation with key advertising measures,
including memorability, desire to buy and persuasion:
-0.96 -0.95 -0.93-0.82 -0.79 -0.77 -0.77
-0.65 -0.63
-1
-0.8
-0.6
-0.4
-0.2
0
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0.4
0.6
0.8
1
Howentertaining
you found theadvert
Howmemorableyou found it
How impactfulyou found it
How much itmade you
want to buythe product
Howpersuasiveyou found it
How relevantit is to you
How easy it isto understand
How differentit was
How much ittold you about
the brand
20Matching Emotions to Advertising Objective is Key
0.93 0.92 0.90 0.88 0.88 0.87 0.860.75
0.37
-1.00
-0.80
-0.60
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
Howentertaining
you found theadvert
How much itmade you
want to buythe product
Howmemorableyou found it
How impactfulyou found it
How relevantit is to you
Howpersuasiveyou found it
How easy it isto understand
How much ittold you about
the brand
How differentit was
Happiness is key in adverts where increased sales are the ultimate objective. Correlates strongly with key measures:
21Matching Emotions to Advertising Objective is Key
0.93 0.92 0.90 0.88 0.88 0.87 0.860.75
0.37
0.960.84
0.95 0.93
0.8 0.8 0.770.65 0.62
-1.00
-0.80
-0.60
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
Howentertaining
you found theadvert
How much itmade you
want to buythe product
Howmemorableyou found it
How impactfulyou found it
How relevantit is to you
Howpersuasiveyou found it
How easy it isto understand
How much ittold you about
the brand
How differentit was
Happiness Emotional Intensity
Emotional Intensity also tells us how memorable and impactful the ad will be, and is a good indicator of all-round effectiveness, also correlating strongly with key measures:
22Emotions drive all our motivations
Absence of emotion = absence of any action
Greater the emotion = greater propensity for action
Reflective emotion = more helpful than autonomic
23Philips’ Simplicity
24We communicate Simplicity through our products…
…in advertising …in stores
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To what extend people can recognize ‘Simplicity’ as a defining characteristic of products, and what emotions are associated with that.
Using FaceTrace™, BrainJuicer and Philips set out to test the following hypothesis:
– People can recognize ‘Simplicity’ as a defining characteristic for products
– A product which possesses ‘Simplicity’ is perceived to deliver meaningful and relevant benefits, and provokes a positive feeling
– These evaluations will be largely similar between a developed market (UK) and a developing market (China)
Working with Philips: The Hypotheses
26Research
26GMM and BrainJuicer Research, December 2006
Portable music playerCarry your personal music collection in your pocket .
+ attributes (6x)
Possess simplicity?(24x)
26GMM and BrainJuicer Research, December 2006
Portable music playerCarry your personal music collection in your pocket .
26GMM and BrainJuicer Research, December 2006
Portable music playerCarry your personal music collection in your pocket .
26GMM and BrainJuicer Research, December 2006
Portable music playerCarry your personal music collection in your pocket .
26GMM and BrainJuicer Research, December 2006
Portable music playerCarry your personal music collection in your pocket .
26GMM and BrainJuicer Research, December 2006
Portable music playerCarry your personal music collection in your pocket .
26GMM and BrainJuicer Research, December 2006
Portable music playerCarry your personal music collection in your pocket .
26GMM and BrainJuicer Research, December 2006
Portable music playerCarry your personal music collection in your pocket .
In an online study, respondents were shown pictures of 24 products (randomly rotated);
After each product picture, respondents were asked to spontaneously judge whether it did or did not possess ‘Simplicity’
After all products had been evaluated, respondents got a random selection of 6 products, and asked to rate them:
– on evoked feelings, using Face Trace– on 7 key attributes, covering the Brand positioning pillars
27Results* shows some products were universally recognized as
possessing ‘Simplicity’…
* Criteria: net score of people reacting positive minus people reacting negative is higher than average across products
28… but others were not
29Seeing Simplicity products elicits feelings of Happiness and
sometimes Surprise
which of these faces best reflects how you feel about this product?
30Seeing non-Simplicity products evokes feelings of Contempt or
even Disgust
which of these faces best reflects how you feel about this product?
31Net Simplicity vs. Happiness Correlations - UK
-80
-60
-40
-20
0
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0 10 20 30 40 50 60 70 80
UK correlation: 0.90
% Saying Happiness
Net Simplicity Score #
#% saying each product possessed Simplicity minus % saying it did not
Hypothesis Validated: Simplicity brings with it happiness
32Net Simplicity vs. Happiness Correlations - China
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0 10 20 30 40 50 60 70 80
China correlation: 0.88
% Saying Happiness#% saying each product possessed Simplicity minus % saying it did not
Net Simplicity Score #
Hypothesis Validated: Simplicity brings with it happiness
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-80
-60
-40
-20
0
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40
60
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100
0 5 10 15 20 25 30 35 40
Net Simplicity vs. Contempt Correlations - UK
UK correlation: -0.79
% Saying Contempt#% saying each product possessed Simplicity minus % saying it did not
Net Simplicity Score #
Lack of Simplicity brings with it contempt
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0
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90
100
0 2 4 6 8 10 12 14 16 18 20
Net Simplicity vs. Happiness Correlations - China
China correlation: -0.73
#% saying each product possessed Simplicity minus % saying it did not
Net Simplicity Score #
% Saying Contempt
Lack of Simplicity brings with it contempt
35Key dimensions consumers use to judge Simplicity in products:
High utility perceptionPeople expect or know it will serve a great
need
Great DesignIt has a purposeful or smooth design
Value for MoneyHigh utility and great design make it worth
the price
High futility perceptionNot immediately convinced there’s any great
benefit
Worries about expected usage
Expect a negative or cumbersome usage experience
Not for meTherefore people do not relate to the product’s
benefits
DO possess Simplicity Do NOT possess Simplicity
These products are ‘instantly’ clear and
attractive
These products need – rational explanation, or– emotional experiencing
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73% DOESPossess Simplicity
27% DOES NOTPossess Simplicity
-3
-2
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Simplicity Strong benefits Easy to use Clean design Understanding Complicated Better than
Wireless Music DOES CH AVERAGE
Strongly Positive
Strongly Negative -3
-2
-1
0
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Simplicity Strong benefits Easy to use Clean design Understanding Complicated Better than
Wireless Music DOES NOT CH AVERAGE
Strongly Positive
Strongly Negative
Rating products on emotions polarizes different consumer groups…
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Why it DOES possess Simplicity
'Wireless music centre' - UK
(294 x All) %
once installed, probably very easy to use and saves on space15
simplistic, stylish & compact. hopefully you could connect pc to
it & swap songs13
One music solution for the whole house10
good looking modern and sleek9
Good idea but how does the music follow you round?5
convenient to use. space saving5
space saving, nice design5
Good idea but could you connect other things like your pc to it5
sleek and attractive design5
smart and a great idea4
Why it DOES NOT possess Simplicity
'Wireless music centre' - UK
(111 x All) %
Nice idea but probably a nightmare to set up13
too much to think about9
Unnecessary duplication. Why buy another HD when your computer
has one already?8
Easier to use Mp3 player and Pc etc8
Nice idea but probably a nightmare to set up, looks too fussy too8
Need to get your music onto it and then also set up the wireless
aspect7
looks complicated to set up, get sued for unencrypted
broadcasting?6
too much to think about. it looks a bit confusing.5
Nice idea but probably a nightmare to set up, looks too fussy too
pointless5
What's wrong with just turning up the volume on the hi fi system5
Great having 1 music solution for the whole
house
Stylish, compact system
Unnecessary duplication
Worries about complexity of
set up
Space saving usefulness
73
-27
46Net Simplicity
… and consumers verbatims allow us to improve on Simplicity
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11 7 3 2 18 5 6 6 3 5 4 2 5 9 9
2 3 5 3 510
4 5 1 3 3
7373
70
63
76 6664 64
5455
5956
53 5048
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2730
3330 27 20 31 26
229 9
1114
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1516
21 15
23 29
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30 2939
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1 2
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3 1 6 3 5 3 2 11
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9 10 512
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20 2311
1225
29
56
60
3 4 3 5 2 5 6 3
157
3 6 49 10 12
39
15 11 149 7 10
4913 9
8 8
0%
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100%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Emotional Profile – 27 Early Stage Food Concepts Ranked on Purchase Intention
Intensity Score measured on a scale from 0 to +3
Sample: All
2.1 2.1 2 1.6 2.1 2 1.9 1.9 1.7 1.8 1.8 1.7 1.3 1.4 1.8 1.6 1.1 1.2 1.5 1.5 1.6 1.3 1.4 1.5 1.4 1.8 1.9
Highest Purchase Interest
Lowest Purchase Interest
Happiness – Purchase Intention Correlation: +0.97Neutrality – Purchase Intention Correlation: -0.43