Transcript
The value of emotion
Neuroscience
Understanding brand choices through Neuroscience 1
© 2015 Ipsos.
Lindsay Troy, Ipsos Connect
What we’ll cover today NEUROSCIENCE
• Understanding brand choices through Neuroscience • Measuring emotions • An overview of neuro techniques 2
© 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 3
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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 8
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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 9
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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. 11
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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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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
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Example expressions
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Example expressions
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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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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
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2 Utvikling av konsepter for kommunikasjon
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35
Kort avsjekk for pre- eller posttest
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3 Slik tenker Ipsos
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Lærdom fra Ipsos database
Pretesting av kommunikasjon
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Spørsmål
STADIER I UTVIKLINGEN AV KOMMUNIKASJON Utvikle
KONSEPTER & BIG IDEA
Kvalifisere
FINJUSTERE
Test 36
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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
