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the way ad testing

should be

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the way ad testing

should be

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Time is of the essence..

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…and so are meaningful answers

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Emotional Analysis

Reveals More

What people really notice

3D Analysis

Quick Cheap Simple

and Delicious

Why ADscape?

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Emotional Analysis

Reveals More

What people really notice

3D Analysis

Quick Cheap Simple

and Delicious

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APPENDIX

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Streaming is a method where someone simply “unloads” their thoughts regarding a company, an advert etc. They are the ones who choose exactly what they want to talk about – and in this way they are telling us, in an unprompted, spontaneous way, what is more important to them. Streams could simply be described as “verbatims on steroids”

influence of brand on product perceptions

Celebrity CEO

status

peer

influence

cross-product

appeal

brand loyalty

price / value

trade-off

Apple is an innovator

Trust Product features

£

$

Like Dislike

Black and white thinking Forced, artificial answers Little cultural, social, other context No emotional insight

Spontaneous and honest Both rational and emotional Culturally, socially sensitive Deeply personal

Like: its so easy to use and has so many applications. It changed my

life. Dislike: the price. Also battery life

Apple, great company. I just trust them. They were the first ones to come up with

the iPhone. Steve jobs. I bought it because I heard from friends how the

Facebook and other apps changed their life. I love my iPhone, there is just so

much I can do with it and I still discover stuff. And since I bought one it has turned

me towards other apple products, I bought my first mac computer. I just wish

their products were cheaper

What is it you like about the iPhone? What is it you don’t like about the iPhone?

Please tell me anything and everything that comes to your mind when you think “iPhone”. Write in everything that comes into your head in any order you like

the approach the response the output the difference

MM-Eye streaming

Traditional approach

What is streaming?

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We believe that asking people questions is not the best way to do research – the minute you ask someone a specific question you have already influenced their answer by forcing them to “think consciously” within the context of that question. So we set out more than 10 years ago in pursuit of our own “holy grail”: to read minds – and unlike similar approaches like Ethnography, being able to actually quantify this into robust metrics.

Why choose streaming?

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Communication objectives Briefing with the MM-Eye team. What is the intention of the advert/multimedia? What are the wider campaign objectives?

ADscape in a nutshell

3 minute online “stream of thoughts” response to the advert/multimedia. Top-of-mind associations : social, emotional, cultural, linguistic semiotics that look into the audience’s “baggage” and form the “context” of the advert that helps us put it all in perspective

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Temperature Measurements 10-minute online survey ~100 respondents Advert appeal Advert impact on brand Advert impact on product Product/Brand Attribution Main Recall Emotional association

2

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Outputs and Diagnosis

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Advert appeal How many points out of 10 do people give this advert?

Though useful, a score out of 10 is just a number. What we really want to know is what the actual issues are, and whether they are serious (e.g. offensive). We “zone” into those giving very high and low scores to understand the strengths and weaknesses of the ad

Impact on Product / Brand

Do people think more favourably of the product/brand after seeing the advert? How did the various demographics react?

Advertising impact is difficult to measure based on predictive questioning. We step out of the 5-point scale thinking “box” and try to understand why e.g. males liked an “aggressive” car design

Emotional association and impact on ad

appeal

What were the positive or negative emotional connections people made with the advert?

Asking people to select their emotions from a list is only the beginning. We break things down further – for example if respondents were “irritated”, then does this mean they were annoyed? Insulted? Patronised? Distracted? Did a specific character, scene, or tagline trigger this?

Product/Brand Attribution

Are people spontaneously mentioning the brand or product?

Is the brand and product mentioned in a positive or negative light? Is the product resting on the brand or is it that the product’s unique service proposition is “lifting” the brand instead? Which messages/scenes best deliver this?

Main Recall What are the main pieces of conversation?

Often there is only one thing that people remember about each advert e.g. a cat, a celebrity, a joke. We look at the cultural, linguistic, psychological significance of this based on what people are saying.

Metrics

Integration of insights

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Our take on advert analysis

ADscape takes a “wholistic” approach to looking at qualitative data. For example, rather than trying to answer why someone is feeling sad or happy, we pay attention to the specific context in which that emotion was generated. We do this by a process of “immersion”: bringing each respondent’s “story” to life through their streamed verbatim so that we can understand “where they’re coming from”

Is this drawing one of a rocket, a carrot or a fish? Much of our reaction depends on the context as well as the specific emotional “state” we are in at a given time

ADscape analysis brings together a number of disciplines: Semiotics discourse: what is the significance of a certain word, image or colour within a certain audience or setting? Social science: adverts always evoke thoughts about social standing – a key motivator in brand appeal. What demographic is the advert targeting and what is the response? Cultural anthropology: how is the ad viewed through an audience’s beliefs, morals, and cultural, political, linguistic or national heritage? Psychology: is the advert “working” positively or negatively with peoples’ “emotional baggage”? Entertainment industry : does the advert tick all the boxes that make it “eye-catching”? The characters, setting, scenario, visuals, music Marketing: how does the brand, product and messaging work together in the advert?

ADscape analysis combines qualitative and quantitative insights, looking at them through the advert’s specific objectives. This is the basis for our Triangulated Approach

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Alison Phillips Alison.Phillips @mm-eye.com George Tsakraklides George.Tsakraklides@mm-eye.com MM-Eye Limited 63 Barnsbury Street London N1 1EJ T +44 (0)20 7700 6363

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