Measuring Emotional Engagement for Early Stage Creative

Measuring Emotional Engagement for Early Stage Creative

Using Faces

2

3

4

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

12

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

22

1

2

2

10

48

4

1

1

1

20

14

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

0.2

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

25

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

20

40

60

80

100

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

0

10

20

30

40

50

60

70

80

90

100

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

33

-80

-60

-40

-20

0

20

40

60

80

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

34

0

10

20

30

40

50

60

70

80

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

36

73% DOESPossess Simplicity

27% DOES NOTPossess Simplicity

-3

-2

-1

0

1

2

3

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

1

2

3

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…

37

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

38

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

39

2730

3330 27 20 31 26

229 9

1114

1728

1516

21 15

23 29

29

30 4237

24

30

4945

32

30 2939

39

32

31

2415

22 1 2

23

15 3

4

1 2

3

4

4

2

3

21

3

1 2

1

3

4

1

1

11

21

1

1

1

3 1 6 3 5 3 2 11

2

53

4

9 10 512

18

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%

10%

20%

30%

40%

50%

60%

70%

80%

90%

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