Advertising Effectiveness Research

six degrees | a sensory branding agency

six degrees Managing Sensory CuesAdvertising Research Foundation PresentationJune 2010

About Six Degrees


3About us

Founded in 1999

Based in Scottsdale, AZ

Support national and international brands

Broad international experience (17+ countries)


4our services

RESEARCH STRATEGY TRANSLATION CREATIVE

Insight miningBrand image & positioning

Competitive intelligence

Brand strategyMarketing strategyCampaign strategy

SensoryQBrand cascading

Messaging blueprint

PrintWebVideo

BroadcastTradeshows


5Partial Client List

SensoryQ


7The Problem with Words

responsive

sporty

youthfulplayful

leader

rugged

reliable

sophisticated

superior

Leading edge

high quality

advanced

luxurious


Strong?


Contemporary Sophistication?


10The Problem with Words

ruggedresponsive

sporty

youthfulplayful

leaderreliable

sophisticated

superior

Leading edge

high quality

advanced

luxurious

Words are imprecise!


11Also…


12Sensory Research Tool


13What it is

A research tool that identifies sensory stimuli and sensory cues that resonate with the target audience

• In response to brands• In response to attributes• Qualitative and quantitative (online)


14How it can be used

Sensory positioning

Brand image assessment

Brand differentiation

Insight mining

Advertising

Package design

Web optimization


15

Thousands of images


16Many different categories


17Sensory Cues

Each image has a profile

on 130+ sensory cues


18Sensory Cue Profile


19Sunglasses


20Sensory Model


21Sensory Cues


22Other Stimuli

Metals

Woods

Fabrics

Salt & pepper shakers

Music

Case Study 1


24Case Study


25Brand Attributes

Professional and Personal

Reliable and Proven

Safe, Effective, Affordable

Dynamic Leader


26Existing ads

?Professional and Personal

Reliable and Proven


Dynamic Leader


27Brand Attributes

Professional and Personal

Reliable and Proven


Dynamic Leader

What are the sensory cues that trigger the perception of

these attributes in the target audience?


28SensoryQ Research

Qualitative research with women who are interested in hair removal and do not reject laser hair removal option

Focus groups with 3 different segmentsSub-teams select images & cross-present to each otherImage categories:

Women Salt & pepper shakersMen Sun glassesLamps WatchesWomen’s shoes InteriorsChairs


29Sensory Model

Most Dominant Sensory Cues

Lighting Form/ShapeSoft angular &

roundedReflected flowing

verticalColor sleekMuted

Composition Texture/Finishassymetrical smoothclean glossyintegrated elementsnaturalartfulcontemporary

Personalityfriendly, but somewhat aloofquietly confidentcontemplativesophisticated


30Print ads


31TV ad


32Collateral


33Web


34Poster


35Retail design


36Results

1. ALC recorded their best sales month in company history, one month after launch of new campaign

2. Web bookings increased 60%

3. Average spend per customer increased 33%

4. Sales reps commented that “the new look and professional ads helped make their job easier”

5. New look got standing ovation at the national sales meeting

Case Study 2


38Case Study

Brand Xa well known cosmetics brand


39Brand Attributes

Clean, Fresh & Natural

Fun, Up-Beat & Spirited

Simple Beauty

Beautifully Natural


40Objective: Understand…

To what extent does Brand X visually push our brand attributes?

To what extent do our competitors visually own our brand attributes?

How to improve retail packaging to better communicate our brand attributes


41Methodology

SensoryQ 20-min online survey

1,250 female cosmetics buyers/users

Ages 12-65, segmented by age, ethnicity & shopper type

Visualize each brand attribute and then each of 3 brands (Brand X and 2 competitors)

Open-ended rationale on image selections

Select best-fitting image from of the following galleries:

activities colors interiors shoes (women)animals fonts men sunglassesarchitecture interactions packaging women


42Women


43Fonts


44Interiors


45Women’s shoes


46Brand Attributes

Simple BeautyCleanFresh

Natural

FunUpbeatSpirited

Beautifully Natural

correlation Clean Fresh Natural Simple Beauty Fun Upbeat Spirited Beautifully Natural

Clean Fresh Natural - 0.68 0.12 0.79

Simple Beauty 0.68 - 0.06 0.84

Fun Upbeat Spirited 0.12 0.06 - 0.06


47Brand X vs Competitors

vs Roll-UpRoll-Up:

Clean, Fresh, NaturalSimple Beauty

Fun, Upbeat, SpiritedBeautifully Natural

Brand X Competitor 1 Competitor 2

correlation Roll-up Brand X Competitor 1 Competitor 2

Roll-up - 0.48 0.46 0.68

Brand X 0.48 - 0.81 0.56

Competitor 1 0.46 0.81 - 0.49


48Brand Attribute Leverage

Point of ParityClean, Fresh, Natural

Simple BeautyBeautifully Natural


correlation POP Brand X Competitor 1 Competitor 2

POP - 0.41 0.39 0.69

Brand X 0.41 - 0.81 0.56

Competitor 1 0.39 0.81 - 0.49


49Brands vs Fun, Upbeat &

Spirited

Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2

Correlation Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2

Fun, Upbeat, Spirited - 0.33 0.32 0.17

Brand X 0.33 - 0.81 0.56

Competitor 1 0.32 0.81 - 0.49


50Brand association with

brand attributes

Brand Fun, Upbeat, Spirited POP Equity Elements

Brand X 0.33 0.41

Competitor 1 0.32 0.39

Competitor 2 0.18 0.69

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POP Elements

Fun, Upbeat, Spirited


51Sensory Model: Fun,

Upbeat & Spirited

sensory cues

Color

Vibrant

Non-Metallic

Opaque

Light

Solid

Lighting

Natural

Single Source

Bright

CompositionDynamic

Personality

Friendly

Vibrant

Approachable

Confident

Relaxed

Form/Shape

Rigid

Sturdy

Angular

Complex

Simple

Texture/Finish

Hard

Smooth

Cues highlighted in blue are unique to this equity element when compared to POPs


52Suggested packaging

mods

Concept 1 Concept 2

Concept 3

Vibrant

Clean

Confident

Approachable

Relaxed

Friendly

Simple


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