The value of emotion
Neuroscience
Understanding brand choices
through Neuroscience
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© 2015 Ipsos.
Lindsay Troy, Ipsos Connect
What we’ll cover today
NEUROSCIENCE
• Understanding brand
choices through
Neuroscience
• Measuring emotions
• An overview of neuro
techniques
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© 2015 Ipsos.
FACIAL CODING
• How facial coding can help
you understand and
improve emotional power of
your communications
• Method and examples
Chapter 1
UNDERSTANDING BRAND
CHOICES THROUGH
NEUROSCIENCE
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© 2015 Ipsos.
A revolution in the science of psychology
We are not thinking
machines that feel,
rather, we are
feeling machines
that think.”
Prof. Antonio Damasio
University of Southern California
DANIEL KAHNEMAN
2 systems of the unconscious and conscious brain
System 1
•Quick emotions, impressions, intentions and feelings
System 2
•Our conscious self, reason, self control
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© 2014 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
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Neuroscience has shown that brand
choices are primarily driven by
System 1 (Automatic, emotional, fast)
brain processes and less by System 2
(Effortful, cognitive thought)
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System 1 decisions are the invisible majority
Ads which touch our emotions can build long term
associations and empathy with the brand
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Emotional advertising drives greater business gains
Fame campaigns amplify emotional strengths
% reporting
very large
PROFIT
growth
16%
Rational
25%
25%
Rational & Emotional
emotional involvement
35%
Fame
Communications model
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WHY IS THIS?
Feelings are remembered longer than messages
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TO COMPREHENSIVELY UNDERSTAND ADVERTISING IMPACT :
Both system 1 and 2 response need to be measured
ENGAGEMENT
System 1
BRAND IMPACT
System 1
UNCONSCIOUS Engagement
UNCONSCIOUS Impact
System 2
System 2
CONSCIOUS Engagement
CONSCIOUS Impact
The use of both survey metrics and neurometrics reflects that there are two parallel
paths that can be independent, or interact, resulting in a complete evaluation.
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How do we measure emotions?
What is an emotion?
A strong
feeling deriving
from one’s circumstances,
mood, or relationships
with others
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Emotions cause a chain reaction throughout the body
Brain Waves
Skin Conductance
Heart Rate
Breathing
--All Too Fast For Words--
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Motion
Micro Expressions
A range of tools to measure physiological affects
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How to measure ad effects using both system 1 and 2
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© 2015 Ipsos.
Facial coding
Happy
The human face has
evolved to instantly
communicate emotions
With facial coding we
can measure emotional
response
Neuroscience
Surprise
Sadness
Fear
Disgust Anger
ENGAGEMENT
AUTOMATED FACIAL CODING – HOW IT WORKS
A webcam embedded on
the computers detects all
facial movements as
people watch an ad
Artificial intelligence
detects facial muscles and
movements
Behavioral modeling /
machine learning
decodes facial behavior
according to FACS*
*Facial Action Coding System developed by psychologist Paul Ekman.
Example expressions
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Example expressions
25
Example expressions
25
Example expressions
25
ENABLES US TO DIAGNOSING OVERALL VIEWER ENGAGEMENT
MOMENT-BY-MOMENT...
Facial Coding
Engagement
# Sessions
Comms
Name
Norm
53%
84%
80
…AND BY TYPE OF EMOTION
Facial Coding
Comms
Name
Norm
Happiness
21%
53%
Surprise
13%
29%
Negativity
30%
55%
# Sessions
80
WITH SUMMARY METRICS TO UNDERSTAND THE OVERALL CONTEXT OF
RESPONSE – A COMMUNICATION’S EMOTIONAL TRACTION
Emotion
% Consumers Expressing At
Any
Point in The Comms
Comm 1
Total %
Norms 30’
Total %
[n=132]
Comm 1
Max %
Norms 30’
Max %
[n=132]
Comm 1
Average %
Norms 30’
Average %
[n=132]
Engagement
91
82
28
34
21
24
Happy
51
54
13
19
8
11
Negative (Net)
27
27
7
6
3
3
Confused
7
9
3
3
1
1
Disgusted
16
17
4
4
1
2
Sad
1
0
1
0
0
0
Scared
9
6
2
2
1
0
Surprised
7
11
3
3
1
1
No meaningful differences between ad and norm
AND A DIAGNOSTIC DASHBOARD TO PULL IT ALL TOGETHER
In practice,
• Changes in viewer response during the comms may be more informative than absolute numbers vs norms.
• Patterns of response depend on structure of the comms, but there are some key patterns that have been associated
with successful engagement for award winning comms.
AND A DIAGNOSTIC DASHBOARD TO PULL IT ALL TOGETHER
In practice,
• Changes in viewer response during the comms may be more informative than absolute numbers vs norms.
• Patterns of response depend on structure of the comms, but there are some key patterns that have been associated
with successful engagement for award winning comms.
“EMOTIONAL TRACTION” ?
An assessment of overall emotionality of the ad
POSITIVE EMOTION?
An assessment of overall happiness evoked by the ad
ENGAGE EARLY?
Does the ad significantly engage within first few seconds of
the spot?
END POSITIVELY?
Does the ad end with more engagement than it started with?
Is there more happiness?
APPROPRIATE AFFECT?
Does the ad evoke the intended emotional response at key
moments (e.g., happiness following joke execution, negativity
during problem set up, etc.)
TROUBLE SPOTS?
Are there points where the audience is ‘lost’ (engagement
drops) or negativity spikes undesirably?
POSITIVE BRAND AFFECT?
Is response to the Brand & branding moments positive?
Overall engagement rises as intended with
the pay off
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The payoff really delivers and manages to
turn negative emotions to positive
Negative
emotion is
replaced by
positive, happy
feelings at the
payoff
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The young get there first...
• The younger people
have higher
engagement and
get the pay off
faster
• But both groups
reach a similar peak
of engagement
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Good results and in line with norms
% av personer i testutvalg
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© 2015 Ipsos.
Testet reklame
Norm
Happy
33,2
39,2
Confused
20,1
19
Surprise
15,7
18,5
Engagement
67,5
69,7
Negative
34,5
39,3
Norm: 733 europeiske reklamer, 20-40 sekunder
IN SUMMARY
Emotion
plays a
large role
in brand
decisions
facial coding
enhances our
ability to
understand
and improve
emotional
engagement.
Advertising can
leverage this
through
touching our
emotions and
building
empathy
Measuring both
system 1 and 2
response side-byside gives us the best
possible chance of
developing
campaigns that build
long term brand
value
1
2
Utvikling av konsepter
for kommunikasjon
4
35
Kort avsjekk for
pre- eller posttest
© 2015 Ipsos.
3
Slik tenker Ipsos
5
Lærdom fra Ipsos
database
Pretesting av
kommunikasjon
6
Spørsmål
STADIER I UTVIKLINGEN AV KOMMUNIKASJON
Utvikle
KONSEPTER
& BIG IDEA
Kvalifisere
FINJUSTERE
Test
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© 2015 Ipsos.
Overvåke
ETTERTEST
En dypere forståelse av forbrukeren og kobling til merker
inspirerer til det beste kreative arbeidet
Innsikt
Ideer
Kreativt
DET BEGYNNER – OG SLUTTER - MED MENNESKET
Vi søker en reell spenning som inspirerer merkevarens
mulighet (ikke bare en overfladisk sannhet)
Behov
Misnøye
Ønsker
Dilemma
Ambisjoner
SNICKERS: POSSIBLE WORDING OF THE BIG IDEA
“I know that if I want to
stay a part of the game
and the pack, that I
have to follow and heed
the guy ‘code of
conduct’ no matter
what. I don’t want to be
the girly man.”
SNICKERS: POSSIBLE WORDING OF THE BIG IDEA
Piercing Insight
 It’s important to recognize and respect the “code of conduct” of
being a guy. But symptoms of hunger don’t respect the code.
The irritability and weakness can result in a bit of a drama
queen.
Brand Connection
Snickers , the proper nut filled bar, will sort out your hunger and
return you to your rightful place in the pack.
Bottom Line
 Snickers: You are Not You When You are Hungry
GOD INNSIKT MÅ VÆRE…
Relevant
Urealisert
Avdekker ny eller
skjult aspirasjon
hos forbruker
Reflekterer en
spenning som ikke
blir løst I dag
Viktig
Engasjerende
Handler om noe
forbrukeren bryr
seg om
Noe forbrukerne
kan relatere seg til
Ni regler for god innsikt
Frekvens
Reflekterer en
situasjon som
oppstår
Troverdig
Noe forbruker tror
har en mulig
løsning
Inspirerende
Kan forandre
forbrukers
oppfatning og
adferd
Konsistent
Passer med
merkestrategien
Kjent
Relateres til
situasjoner i
hverdagen
EN FLEKSIBEL PROSESS – TILPASSET MERKE OG PROBLEMSTILLING
siste runde med
kvalitativ utforskning
kvantitativ
screening
kvalitativ
utforskning
erfaring fra
kvalitativ screening
setup
erfaring fra
kvantitativ screening
REKLAMEANNONSØR
BYRÅ
IPSOS
OBSERVASJON OG DISKUSJON FRA ULIKE VINKLER GIR EN TYDELIGERE
FORSTÅELSE FOR ALLE INVOLVERTE
STADIER I UTVIKLINGEN AV KOMMUNIKASJON
Utvikle
KONSEPTER
& BIG IDEA
Kvalifisere
FINJUSTERE
Test
Overvåke
ETTERTEST
IPSOS FILOSOFI OM HVORDAN REKLAME VIRKER
Oppmerksomhet
MED
Respons
GIR
Effektiv reklame
Bli lagt merke til
Overbevisning
Salg på kort sikt
Kobling til
merkenavn
Positive
oppfatninger
Bygger
merkestyrke på
lang sikt
IPSOS FILOSOFI OM HVORDAN REKLAME VIRKER
Oppmerksomhet
Effektiv reklame
Respons
CEI
Copy
Effect
Index
Bedre CEI betyr bedre
effekt på salget
BEDRE CEI BETYR BEDRE EFFEKT PÅ SALGET
- HER ET EKSEMPEL FRA USA INNFOR MAT OG DRIKKE
Added Sales Volume per 100 GRPs
as % of each brand’s average weekly sales
35%
30%
25%
20%
R = .88
15%
10%
5%
0%
0
50
100
Copy Effect Index
150
200
BREDERE VALIDERING INNENFOR ULIKE KATEGORIER GIR DET SAMME BILDET
150
Average Ad
Impact Index
(MMM)
119
100
100
81
50
Below average
Average CEI
Above average
CEI
CEI
Copy Effext Index (CEI)
TEST VS. KONTROLL DESIGN
Rekrutter utvalg
& Start intervju
Forbruker ser annonser i
multimedia miljø
In Multimedia Environment
Test
Oppmerksomhet
Er reklamen lagt
merke til?
Er den koblet til
merket?
Eksponering
Intensjoner bruk/kjøp
Reklame
& Diagnostics
Merkestyrke
Test vs. Kontroll
Design
Rekrutter utvalg
& Start intervju
Kontroll
Ingen visning av reklame, men
visning av logo/produkter
Merke X
Kontroll med lik
sammensetning
Intensjoner bruk/kjøp
Merkestyrke
FOR Å FORSTÅ REKLAMENS EFFEKT TESTES SKISSE/FERDIG LØSNING MOT…
Oppmerksomhet
Synlighet og
kobling til merket
Respons
Interesse for å bruke
Endret inntrykk
Emosjonell
kobling
Minner om ting du
virkelig bryr deg om
Merkestyrke
Basis
evaluering
Budskapets relevans, differensiering og
troverdighet
Forvirrende, underholdende,
nyhet, informativ,
rørte ved følelser
HVA HVIS…
 Tiden er knapp
 Ønsker en kjapp avsjekk
 Ønsker å teste flere alternativer
 Fornyelse av eksisterende reklame
 Lavere mediebudsjett
 Benchmark konkurrenter
Taktisk sjekk av
kommunikasjon
DYNAMIC, ACTIONABLE RESULTS
Brand
Logo
RESULTS REPORT
OVERALL RESULT
Product
Picture
AD NAME, FORMAT, LENGTH
CATEGORY, BRAND, PRODUCT NAME
OVERALL PERFORMANCE
0
50
100
Reception
Visibility
200
250
135
87
Brand Linkage
115
Motivation
71
Effect on Interest
75
Effect on Opinion
150
BASIC DIAGNOSTICS
90
COUNTRY OF TEST – DATE OF FIELDWORK - IPSOS JOB # - CLIENT JOB #
0
Main Idea Relevant
Main Idea Different
Main Idea Believable
Personal Resonance
Is informative
Stirred my emotions
Is enjoyable
Told me something new
Is confusing
VERBATIMS
50
100
150
135
87
115
78
90
87
115
78
99
200
250
Matrise for tolkning av resultatene
Kontakt oss gjerne!
© 2015 Ipsos.
Lindsay Troy
Kathrine Steen Andersen
Business Development Director
Senior Research Manager
[email protected]
[email protected]
+46 70 766 80 02
+47 909 28 562