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Measuring Emotional Engagement for Early Stage Creative

Using Faces. Measuring Emotional Engagement for Early Stage Creative. Paul Ekman. The 7 basic universal emotions. Autonomic. Reflective. We seek to maximise... & minimise…. Emotions drive all our decisions…. Yet MR still dominated by the ‘rational’.

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Measuring Emotional Engagement for Early Stage Creative

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  1. Using Faces Measuring Emotional Engagement for Early Stage Creative

  2. Paul Ekman

  3. The 7 basic universal emotions Autonomic Reflective

  4. We seek to maximise... & minimise…

  5. Emotions drive all our decisions…

  6. Yet MR still dominated by the ‘rational’

  7. Some MR pioneers for the emotional

  8. Techniques for measuring emotions Lang’s Self Assessment Manakin (SAM), 1980 Desmet, Hekkert & Jacobs (PrEmo), 2000

  9. Ekman’s research on the way emotions are conveyed and understood via the face has two important implications: Understanding which emotions we should be looking to capture. A means of accessing emotions via self-report, with minimal cognitive processing Need for an intuitive, sensitive & useful measure  

  10. Development of the faces metric

  11. The final emotional engagement measure 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]

  12. The Experiments

  13. Results • 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 Intensity Score measured on a scale from 0 to +3

  14. Emotional engagement & reasons why Negative emotional transfer • 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 A = Autonomic Trigger R = Reflective Trigger R R

  15. IPA award-winners evoke more emotion [except with for Cat Food example] • IPA award-winners evoke greater levels of happiness 1.02 0.94 1.79 1.51 0.99 1.69 1.73 1.86 Intensity Score measured on a scale from 0 to +3 Significant difference at 95% confidence

  16. Neutrality to be avoided. Strong negative correlation with key advertising measures, including memorability, desire to buy and persuasion: Absence of emotion will lead to inaction

  17. Matching Emotions to Advertising Objective is Key • Happiness is key in adverts where increased sales are the ultimate objective. Correlates strongly with key measures:

  18. Matching Emotions to Advertising Objective is Key • 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:

  19. Absence of emotion = absence of any action Greater the emotion = greater propensity for action Reflective emotion = more helpful than autonomic Emotions drive all our motivations

  20. Philips’ Simplicity

  21. We communicate Simplicity through our products… …in advertising …in stores

  22. Working with Philips: The Hypotheses • To what extend people can recognize ‘Simplicity’ as a defining characteristic of products, and what emotions are associated with that. • Using FaceTrace™, BrainJuicer and Philips set out to test the following hypothesis: • People can recognize ‘Simplicity’ as a defining characteristic for products • A product which possesses ‘Simplicity’ is perceived to deliver meaningful and relevant benefits, and provokes a positive feeling • These evaluations will be largely similar between a developed market (UK) and a developing market (China)

  23. Research Possess simplicity? (24x) + attributes (6x) • In an online study, respondents were shown pictures of 24 products (randomly rotated); • After each product picture, respondents were asked to spontaneously judge whether it did or did not possess ‘Simplicity’ • After all products had been evaluated, respondents got a random selection of 6 products, and asked to rate them: • on evoked feelings, using Face Trace • on 7 key attributes, covering the Brand positioning pillars

  24. Results* shows some products were universally recognized as possessing ‘Simplicity’… * Criteria: net score of people reacting positive minus people reacting negative is higher than average across products

  25. … but others were not

  26. Seeing Simplicity products elicits feelings of Happiness and sometimes Surprise which of these faces best reflects how you feel about this product?

  27. Seeing non-Simplicity products evokes feelings of Contempt or even Disgust which of these faces best reflects how you feel about this product?

  28. Net Simplicity vs. Happiness Correlations - UK Net Simplicity Score # • Hypothesis Validated: Simplicity brings with it happiness % Saying Happiness #% saying each product possessed Simplicity minus % saying it did not

  29. Net Simplicity vs. Happiness Correlations - China Net Simplicity Score # • Hypothesis Validated: Simplicity brings with it happiness % Saying Happiness #% saying each product possessed Simplicity minus % saying it did not

  30. Net Simplicity vs. Contempt Correlations - UK Net Simplicity Score # Lack of Simplicity brings with it contempt % Saying Contempt #% saying each product possessed Simplicity minus % saying it did not

  31. Net Simplicity vs. Happiness Correlations - China Net Simplicity Score # Lack of Simplicity brings with it contempt % Saying Contempt #% saying each product possessed Simplicity minus % saying it did not

  32. Key dimensions consumers use to judge Simplicity in products: Do NOT possess Simplicity DO possess Simplicity High utility perception People expect or know it will serve a great need Great Design It has a purposeful or smooth design Value for Money High utility and great design make it worth the price High futility perception Not immediately convinced there’s any great benefit Worries about expected usage Expect a negative or cumbersome usage experience Not for me Therefore people do not relate to the product’s benefits These products are ‘instantly’ clear and attractive These products need – rational explanation, or – emotional experiencing

  33. 73% DOESPossess Simplicity Rating products on emotions polarizes different consumer groups… 27% DOES NOTPossess Simplicity

  34. … and consumers verbatims allow us to improve on Simplicity Why it DOES possess Simplicity 'Wireless music centre' - UK Why it DOES NOT possess Simplicity 'Wireless music centre' - UK % % (294 x All) (111 x All) 15 once installed, probably very easy to use and saves on space 13 Nice idea but probably a nightmare to set up 13 simplistic, stylish & compact. hopefully you could connect pc to it & swap songs 9 too much to think about 10 One music solution for the whole house 8 Unnecessary duplication. Why buy another HD when your computer has one already? 9 good looking modern and sleek 8 Easier to use Mp3 player and Pc etc 5 Good idea but how does the music follow you round? 8 Nice idea but probably a nightmare to set up, looks too fussy too 5 convenient to use. space saving 7 Need to get your music onto it and then also set up the wireless aspect 5 space saving, nice design 6 looks complicated to set up, get sued for unencrypted broadcasting? 5 Good idea but could you connect other things like your pc to it 5 too much to think about. it looks a bit confusing. 5 sleek and attractive design 5 Nice idea but probably a nightmare to set up, looks too fussy too pointless 4 smart and a great idea 5 What's wrong with just turning up the volume on the hi fi system Stylish, compact system Worries about complexity of set up Great having 1 music solution for the whole house Unnecessary duplication Space saving usefulness 

  35. Emotional Profile – 27 Early Stage Food Concepts Ranked on Purchase Intention Happiness – Purchase Intention Correlation: +0.97 Neutrality – Purchase Intention Correlation: -0.43 Intensity Score measured on a scale from 0 to +3 Highest Purchase Interest Lowest Purchase Interest Sample: All

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