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Biometric methodology for measurement of emotional engagement for Copy Testing by Kwendi Impact Studies
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© Kwendi, 2013 / www.kwendi.netPage 1
EMO Meter Biometric methodology for perception dynamics study
© Kwendi, 2013 / www.kwendi.netPage 2
About KWENDI
KWENDI – the marketing solution house specializing in media communications Expertise since 2005 30 employees, offices in Kyiv (Ukraine) and Moscow (Russia) Our clients – media holdings, FMCG market participants, content producers,
advertisers
KWENDI Impact Studies – marketing research of audio and visual communications
© Kwendi, 2013 / www.kwendi.net
EMO Meter
Page 3
We call new approach for perception dynamics study as EMO Meter™ methodology. New biometric method is based on ECG (electrocardiogram) data analysis.
The method allows to estimate a measure of viewers’ emotional engagement. Other words we have studied to define whether is respondent “hooked” or no by stimuli materials.
This method is a result of several years R&D of scientists, cardiologists and neurologists team. Also R&D team was composed of programmers and marketers.
© Kwendi, 2013 / www.kwendi.net
Heart as a weather vane of respondent’s emotions
Heart and its conditions one of the most reliable sources of human body states.
At the moment of feeling emotions organism rearranges to new conditions. The first stage of these changes is heart rate alteration.
Electrocardiogram (ECG) - it’s a precise history of heart work including all details of what happened with a human
Respondent’s electrocardiogram analysis is a core of EMO Meter™ methodology. With the new method we can look deeper into human’s emotional world
Page 4
© Kwendi, 2013 / www.kwendi.net
Development of EMO Meter
During EMO Meter development we have passed thee stages:
1. Gathering primary information for the databaseNegative and positive stimuli were shown to respondents. We gathered information about electrocardiogram and emotional states. These data were evaluated with psychological methods
2. Designing of mathematical model for applied estimationData generalization allowed to find the way how to calculate measure of people’s engagement
3. ValidationComparison of testing results with movie database FilmStim showed high reliability of the methodology
Page 5
© Kwendi, 2013 / www.kwendi.net
EMO Meter
Page 6
EMO Meter – biometric methodology for perception dynamics study
Application Testing of every audio and video communicationsTV commercials, TV and radio programs, music, OOH and print advertisements, movie production, public speeches etc.
Adapted and Improved EMO Meter is easy applicable method – hardware-based and software part made in such way that research conditions don’t differ usual hall tests
Advantages Research outcome – engagement measure dynamics. Methodology allows to define measured time-line with causes of reactions
New EMO Index
Results of research are depicted with such indices:
Impact Curve – emotional perception curve (very negative, - 100; very positive, 100)
Impact Rating Score – average emotional assessment of the TVC (ranging from -100 to
100)
Recall – degree of TVC memorization
Ad awareness (Q: What commercials can you recall?)
• Top Of Mind (First TVC mentioned without prompting)
• Unprompted (All TVCs mentioned without prompting)
• Prompted (TVCs recalled from the video footage)
• Brand Recall (degree of brand memorization)
EMO Index – curve of emotional engagement – percent of respondents being in
state of high attention with emotional background
© Kwendi, 2013 / www.kwendi.netPage 7
Viewer’s engagement00
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2
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80%
10%
20%
30%
40%
50%
60%
70% 1. 2.
3.
Results of the first commercial wave with EMO Meter showed reaction of viewers looking like curve depicted on this chart
Difference of respondents’ reactions may be described in this way:
1. Engagement of a viewer at the beginning of the TVC
2. Retention of the engagement
3. Weakening of respondents’ engagement
© Kwendi, 2013 / www.kwendi.netPage 8
Data examples00
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200
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0%
10%
20%
30%
40%
50%
60%
70%TVC 1 TVC 2 TVC 3 TVC 1 – satisfactory result:
• engagement of the audience at the start
• retention of attention till the middle of TVC
• significant loss of audience’s engagement
TVC 2 – unsatisfactory result:• sluggish start• decrease of engagement during
TVC• higher losses of engagement
TVC 3 – excellent result:• growth of attention during TVC• decrease of engagement only after
30th second of TVC• moderate losses of engagement
© Kwendi, 2013 / www.kwendi.netPage 9
Fieldwork department
Page 10
Responsibility statementField work stage is a key stage of marketing research procedure and final results depend on excellence very much. We guarantee that field work stage is correspondent to generally accepted standards basic for primary data gathering
Own recruiters network We don’t use ‘professional’ recruiters for avoid ‘professional’ respondents in our sample
© Kwendi, 2013 / www.kwendi.net
© Kwendi, 2013 / www.kwendi.net
Modeling of surroundings
Page 11
As well as in research with Impact Meter methodology respondents don’t know what is subject of a test until the end of a test. Such approach allows to get unbiased perception of commercials in a modeled TV air. During testing materials are placed like surroundings people are used to – part of a movie or a show, caption cards of a TV channel, TV commercials and so forth
© Kwendi, 2013 / www.kwendi.net
Products with EMO Meter
Page 12
ADVERTISEMENTS BRAND IDENTITY
AD COPY TESTING
Rip-o-matic
TV commercials
Print copy, OOH
Radio ad copy
Logos
Slogans
Corporate style
Jingles
© Kwendi, 2013 / www.kwendi.net
Clients(nonconfidential projects)
Page 13
© Kwendi, 2013 / www.kwendi.net
Thank you!
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