Fresher Insights, Better Marketing

Measuring Emotional Engagement with FaceTrace™

2BrainJuicer

Exploration/InsightsConcept Development

Product EvaluationFinal Mix

Front-End Innovation

Launch Track

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Freshly squeezed insight & innovation powered by award winning tools & researchers 70 staff; offices US, CA, UK, DE, CH, NL, AU 10 years working with world’s largest companies

For insightAnd innovation Seek emtion And be creative

Award Winner

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2005

Award Winner

2007

2007

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6The 7 basic universal emotions

Autonomic Reflective

Contempt

Surprise

Anger

Disgust

Happiness

Sadness

Fear

BrainJuicer © 2006

7We seek to maximise... & minimise…

8Emotions drive our motivations… & decisions

“Emotional advertising campaigns are more effective & more profitable

than rational campaigns - even in 'rational' categories…”

Les Binet & Peter Field (2007): 880 IPA dataMINE analysis study.

9Emotional Campaigns Outperform

16%

26%

31%

0%

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10%

15%

20%

25%

30%

35%

Emotional Combined Rational

Campaign strategy

V l

arg

e p

rofi

t g

ain

s (

% r

ep

ort

ing

)

10Emotions drive our motivations… & decisions

“Brand awareness, brand image and direct response are easy to measure but DON’T increase market share as much as ads that seek ‘brand fame‘

Les Binet & Peter Field (2007): 880 IPA dataMINE analysis study.

11Yet MR still dominated by the ‘rational’

12Techniques for measuring emotionsQuestion 99:

Please indicate which of the following emotions you felt during the ad?

Surprise 1

Excitement 2

Attraction 3

Inspiration 4

Hatred 5

Repulsion 6

Anger 7

Sadness 8

Guilt 9

Desmet, Hekkert & Jacobs (PrEmo), 2000

Lang’s Self Assessment Manakin (SAM), 1980

13Need for an intuitive, sensitive & useful measure

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

14Development of the faces metric

15

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

BrainJuicer © 2006

Contempt

Surprise

Anger

Disgust

Happiness

Sadness

Fear

Neutral

16The Experiments

17

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

BrainJuicer © 2006

Contempt

Surprise

Anger

Disgust

Happiness

Sadness

Fear

Neutral

18CDM Gorilla

19

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

BrainJuicer © 2006

Contempt

Surprise

Anger

Disgust

Happiness

Sadness

Fear

Neutral

20Results

127 5 3 3

65 70

25 28

6

1619

25

61

61

25

11

2

2

10

59

11

206

5 2 3 4 181

1

36

3

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Cadbury Gorilla Guinness Domestos Abbey Charity Ad 1 Charity Ad 2

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happy

Surprise

Intensity Score measured on a scale from 0 to +3

2.17 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

21CDM Gorilla – Emotional Triggers • Cannot see what the connection was between Phil Collins, Gorilla & Chocolate• I just don't get it – it frustrates me• Because its a ridiculous advert & makes no point could be 4 anything • Don't understand the connection between a gorilla and chocolate - lack of

understanding as to what the advert is meant to achieve!• It seemed a bit drawn out - I kept waiting for something to happen!• There should be a loose connection between the advert and the product • Ad is brilliant and gorilla makes me laugh, its very clever and easy to

remember - I like gorillas, I like the song, and it was a funny twist• Clever, inspired and funny• I absolutely love the ad but I'm not sure what it has to do with Cadburys• The Best Ad Around! I Just Love It!!!! it is different and memorable• Great ad, gets people talking about it, memorable - Nothing to do with

chocolate but you wont forget ad• Ad is brilliant and gorilla makes me laugh• It's just such an amazing advert, I'm mesmerized by it• It's absolutely brilliant, can't take my eyes off the screen, so amusing• The sheer joy on his face!• Gives you a laugh therefore makes you feel happy• The expression on his face, the beating of the drum in time to the music - great• Not what I was expecting. Trying to work out whether the gorilla was real... - it

looked so real but at the same time I'm suspending my disbelief! • What does a gorilla playing the drums have to do with chocolate? • Bizarre and unique. Makes you watch the whole ad to find the tagline.• Its a strange concept using a gorilla to promote chocolate .. kept me watching

R

A = Autonomic TriggerR = Reflective Trigger

R/A

R

R

RR

R

RRR

R

R

2.17

22Emotional 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

Negative emotional transfer

A = Autonomic TriggerR = Reflective Trigger

A

A

RR

23Emotions drive all our motivations

Absence of emotion = absence of any action

Greater the emotion = greater propensity for action

Reflective emotion = more helpful than autonomic

Validation of the Approach

25

FaceTrace distinguishes between those ads that have won effectiveness awards (real-world success) and those which have not

8 91 1

115

05

3024

72

60

61

34

67 60

5259

27

3521

55

3127

8 61 3 4 5 2 5

0%

10%

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30%

40%

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70%

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90%

100%

O2 TelecomsAd 2

Tropicana Fruit JuiceAd 2

VW Golf Car Ad 2 Felix Cat Food Ad2

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happy

Surprise

IPA award-winners evoke more emotion [exception reveals more negative emotion for non-award winner]

IPA award-winners evoke greater levels of happiness

1.02 1.51 1.86 0.99 1.69 1.730.94 1.79

IPA Winner IPA Winner IPA Winner IPA Winner

Emotional Intensity (0 to +3)

26Absence 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

Entertain-ing

Ad Memor-ability Impact

Desire tobuy Persuasive Relevance

Understand-ing Different

How much told you

27

0.93 0.92 0.90 0.88 0.88 0.87 0.86

0.75

0.37

-1.00

-0.80

-0.60

-0.40

-0.20

0.00

0.20

0.40

0.60

0.80

1.00

Happiness is key in adverts where increased sales are the ultimate objective. Correlates strongly with key measures:

Entertain-ing

Ad Memor-ability

ImpactDesire tobuy

PersuasiveRelevanceUnderstand-

ingDifferentHow much

told you

Matching Emotions to Advertising Objective is Key

28

0.93 0.92 0.90 0.88 0.88 0.87 0.86

0.75

0.37

0.96

0.84

0.95 0.93

0.8 0.8 0.77

0.65 0.62

-1.00

-0.80

-0.60

-0.40

-0.20

0.00

0.20

0.40

0.60

0.80

1.00

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:

Entertain-ing

Ad Memor-ability

ImpactDesire tobuy

PersuasiveRelevanceUnderstand-

ingDifferentHow much

told you

Matching Emotions to Advertising Objective is Key

CDM Gorilla Achieves Outstanding Emotional Intensity Score & has driven growth, yet might not have been progressed on the basis of information measures

127 5

6570

25

16 19

25

5 2 3

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CDM (Gorilla) Guinness (Backin Time)

Domestos(Germ Kill)

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happy

Surprise

1.922.17 1.58

- 3

- 2

- 1

0

1

2

3

How easy it isto understand

How relevantit is to you

Howpersuasive

you found it

How much ittold you

about thebrand

CDM Gorilla

UK TV ad test norm

Very Positive

Very Negative

Emotional Intensity (0 to +3)

30Emotional Engagement & Fame Recent Cadbury Dairy Milk Gorilla ad achieves an emotional intensity score far in excess of

any other ad ever tested – at 2.17.

Base: 38 mixes

CDM Gorilla ad 2.17

Highest Emotional Intensity Score On

Database

1.92

Norm

31Strong Link Between Emotion & Fame

Ad Tested

Emotional Intensity

ScoreNumber of

YouTube Hits#Time since first

posting

Cadbury Gorilla 2.17 >4,308,000 2 months

Guinness 1.92 24,777 6-12 months

VW Golf 1.86 121,738 6-12 months

Tropicana Breakfast in NY 1.79 2,310 8-10 months

Fabric Conditioner Brand 1.75 2,492 6-9 months

# As of 29/11/07

32Evidence of a Tipping Point?

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

1.00 1.20 1.40 1.60 1.80 2.00 2.20 2.40

YouTube Hits

Emotional Intensity Score

FaceTracing™:

Emotional response and reasons why across the whole film

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35Tracking Emotional Response & Triggers for Happiness & Surprise

0%

10%

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3sec

5sec

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37sec

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happy

Surprise

Total Sample: 145

Surprise increases:

Lady starts shout

End frame starts

Happiness increases:

2nd lady shouts

“Looks like woman being sick”

“Shocked she did something”

“People joining together to conquer evil”

“The character is no longer alone she is

supported”

Positive emotion dip:

‘Poverty’ flies

“The image of the words being destroyed. The mood of the music

changing”

“When you realise who is advertising”

“Cant believe the ad was for Oxfam” Changes in emotion

coincide with key moments during the ad – joining together of forces is responsible for a slight uplift in happiness, roaring is a trigger for surprise

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Tracking Emotional Response & Triggers for Anger/Fear/Contempt/Disgust/Sadness

0%

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3sec

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Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happy

Surprise

Total Sample: 145

Increase in Anger & Fear:

‘Injustice’ appears for the first time

Decrease in Sadness:

Young lady helps out

Increase in Sadness:

Poverty Flies off the

screen

Emotions change:

Flood crawls off the paper

Increase in Disgust:

Both ladies shout

“Being reminded of bad things in the world”

“Sad at all the nasty things in the world”

“It's sad what happens around the world”

“News is always about doom & gloom”

“Injustice make me feel angry”

“Like something from a horror movie”

“Having spray coming out of her mouth isn't

a nice image”

“not a very nice image, did not really

understand the point”

“As if she is throwing up at the monster”

“Injustice being depicted as an ugly monster”

‘Roaring’ of characters evokes disgust

37Emotions drive all our motivations

Absence of emotion = absence of any action

Greater the emotion = greater propensity for action

Reflective emotion = more helpful than autonomic

38