Presentatie van BrainJuicer tijdens Vision 2011

1. 2005 2007
2005 2007
Award Award
Winner Winner
BrainJuicer © 2006
De rol van emotie in
communicatie campagnes
1
Month Yr

2. What do we believe in at BrainJuicer®?
“Market research at its best is mind expanding & profit
enhancing, not just risk reducing. At best, it’s full of insight &
illumination that informs & inspires great marketing. At worst, it’s a
120 page insurance policy heavy on numbers, light on insight and
usually dead-on-arrival.
BrainJuicer’s mission is simple. To significantly improve research,
by translating a generation of breakthroughs in psychology,
behaviourial economics & social sciences into Juicy tools that
better explain & predict human behaviour.
Great researchers, applying Juicy tools on behalf of brave clients
makes for better marketing, bigger brands & a rapidly growing
business with potential to change the way research is done.
John Kearon, Chief Juicer
2

3. Who is BrainJuicer® and who is Carola?
BrainJuicer® Group PLC is a thriving international marketing
consultancy founded in 1999. The company provides fresh, validated,
consumer-driven insight, to 11 of the worlds' top 20 consumer companies
and their creative agencies, and other marquee clients in FMCG, food and
beverage, retail, financial services, electronics, health and beauty, and
entertainment. BrainJuicer® specializes in helping clients with their
innovation programmes, focusing on insights, concepts,
communications and customer satisfaction. The company’s innovative
solutions have gained notice in the industry, which has come to regard
BrainJuicer® as a true thought leader and change agent.
Carola Verschoor is the managing director of BrainJuicer® Netherlands.
She’s an experienced innovator and passionate marketer who has
worked for more than 15 years on brand identity, portfolio architecture and
innovation issues within the food and beverage industry. Carola loves
challenges, is passionate about innovation and growth and believes that
great marketing is the right mix between structured thinking, creative
energy and juicy insights.
3

4. Het belang van emotie
met betrekking tot
communicatie
4
Month Yr

5. Het menselijk doel is het maximaliseren van… & minimaliseren van
5
Month Yr

6. BrainJuicer®’s visie met betrekking tot emotie in communicatie
Emotie leidt tot actie - gebrek aan emotie leidt tot apathie.
Emotionele, creatieve campagnes zijn effectiever dan informationele,
op overredingskracht gebaseerde campagnes.
De primaire emotionele respons is het belangrijkste en meest nuttige
instrument voor het herkennen van zeer effectieve campagnes -
traditionele evaluatieve meetinstrumenten discrimineren juist tegen de
meest effectieve campagnes.
Emotie is niet alleen een middel, maar een doel op zich –
Emotionele campagnes zijn succesvoller, niet omdat ze de boodschap
beter zouden brengen, maar juist omdat ze emotie oproepen.
6
Month Yr

7. Waarom het meten van emotie zo
belangrijk is
BrainJuicer © 2006
bij het verklaren van succesvolle
reclamecampagnes
7
Month Yr

8. Heineken Walk-In Fridge
-Click to watch advertisement –
http://www.youtube.com/watch?v=yIutgtzwhAc
8
Month Yr

9. Standard rating norms
3 Zeer positief
UK Norm
2
1
0
Hoeveel het je Hoe overtuigend je Hoe relevant het is Hoe makkelijk het In welke mate je
over het merk het vond voor jou te begrijpen was het product
-1
vertelde erdoor wilde
kopen
-2
-3 Zeer negatief
9
Month Yr

10. De Heineken Walk-In Fridge reclame scoort niet bijzonder goed op
de traditionele standard ratings
3 Zeer positief Heineken Walk-In Closet
UK Norm
2
1
0
Hoeveel het je over Hoe overtuigend je Hoe relevant het is Hoe makkelijk het In welke mate je het
het merk vertelde het vond voor jou te begrijpen was product erdoor
-1 wilde kopen
-2
-3 Zeer negatief
10
Month Yr

11. …maar was toch extreem succesvol op internet. Waarom?
11
Month Yr

12. Omdat mensen er blij van worden!
Het zien van deze reclame maakte VEEL mensen ERG blij.
Hoge Happiness score (63%) en hoge intensiteitsscore (2.1)
Intensiteit 1.3 2.1 As a woman I was amused by
van 0 tot +3 3 3 the shoes but the fridge was It was
1
2 1
0
4 funny and unexpected stereotypical and
Minachting because of that it
21
Typical Heineken was amusing
Walging advert. It was
40 funny
Woede
Angst
Droevigheid
63
Neutraal 43
Blijdschap
Verrassing 12
7
Finished 12
TV-ad Norm
Month Yr

13. Meer voorbeelden van communicatie effectiviteit en omzet succes
Cadbury’s meest effectieve reclame allertijden
(bracht ruim 9% omzet groei door het assortiment)
Miljoenen hits op YouTube
Heineken Walk-in Fridge heeft ruim 10
miljoen hits op YouTube bereikt,
ondanks dat het in het Nederlands is.
Evian Roller Babies : ruim 20 miljoen
YouTube hits en een versterkte merk
awareness en trouw
13
Month Yr

14. Men kijkt vrijwillig en graag naar deze commercials…
100,000,000
T-mobile Dance Liverpool
Street Evian roller babies
10,000,000
Cadbury Gorilla
Heineken Walk in Fridge
2
R = 0.79
Brains from Thunderbirds
in Drench ad
1,000,000
YouTube Hits
Guinness Evolution
VW Golf
100,000
Halifax ad
HSBC Family Member McVities Digestives
10,000
Kettle Chips
Command strip products
1,000
1 1.25 1.5 1.75 2 2.25 2.5
FaceTrace Emotional Intensity Score
Emotional Engagement 14
Month Yr

15. Traditioneel onderzoek had succesvolle reclame niet gevalideerd
- Cadbury ‘Gorilla’ ad - http://www.youtube.com/watch?v=5jElSTy2gl8
- Click -
to watch advertisement
Would have been progressed on emotional Would not have been progressed on usual
engagement measures information measures
Finished Finished
TV-ad Norm TV-ad Norm
I n t e n s i t y Sc o r e me a s u r e d
o n a s c a l e f r o m 0 t o +3 1.33 2.17
Contempt 3
1
2 5
0 1 Very Positive
4
Disgust UK TV ad test norm
16
1
Anger
40
Fear
Sadness 0
65
Neutral
Happiness 43
-1
Surprise Relevant Persuasive Made you How m uch it
w ant buy the told about
12 product brand
7 Very Negative
15
Month Yr

16. Evian’s succes was nooit bereikt als het aan conventionele meetmethodes lag
- Evian ‘Live Young’ ad - http://www.youtube.com/watch?v=XQcVllWpwGs
- Click -
to watch advertisement
Would have been progressed on emotional Would not have been progressed on usual
engagement measures information measures
Finished Finished
TV-ad Norm TV-ad Norm
I n t e n s i t y Sc o r e me a s u r e d
o n a s c a l e f r o m 0 t o +3 1.33 2.21
Contempt 3 5
1
2 Very Positive
0 4
4 1
Disgust 3 UK TV ad test norm
1
1
15
Anger
40
Fear
0.01
0
Sadness
Neutral 60
Happiness 43
-1
Surprise Relevant Persuasive Made you How m uch it
w ant buy the told about
12 product brand
7 Very Negative
16
Month Yr

17. Traditionele, cognitieve pre-testing kan de beste creatievitet doden…
Traditional Cognitive
Measurement
Emotional Measurement
Extremely Weak Ads Highly Effective Ads
17
Month Yr

18. Ratio is niet de enige noch de juiste weg
“Traditional pre-testing is very helpful for advertising that seeks to impart a product
message and link it to the brand. However, it is becoming increasingly clear that
there are other styles of advertising that deliver higher levels of effectiveness and
efficiency for their brands that do not work in this same way.”
– Orlando Wood, Managing Director BrainJuicer® Labs 19
Month Yr

19. Emotionele besluitvorming
De Neurowetenschappen en Psychologie hebben recentelijk
aangetoond dat er twee denksystemen zijn welke de
besluitvorming ondersteunen.
– Het eerste leert langzaam, intuitief en zeer snel qua reactief
vermogen – buikgevoel. Dit systeem is zeer afhankelijk van
emoties.
– Het 2e systeem leert snel, is bewust in het maknb van
overwegingen en is dus langzamer. Dit systeem word
beheerst door onze centrale bewustzijn en werkgeheugen.
Traditionele pre-testing gaat ervan uit dat alle communicatie
werkt op basis van het 2e systeem – overreding, informatie,
overtuigende boodschappen.
Onze experimenten in BrainJuicer® Labs hebben
wetenshappelijk aangetoond dat meten op basis van deze
rationele metingen actief discrimineert tegen emotionele
communicatie welke aanspreken op de besluitvorming volgens
het 1ste systeem.
Echter, goed scorende communicatie volgens de emotionele
meting is in staat om hoge effectiviteit te behalen in de markt,
vaker ook met een verminderde prijs sensitiviteit tegenover het
merk.
20
Month Yr

20. IPA: “Emotional Campaigns Outperform Rational ones.”
Campagnes welke focussen op emotie tonen meer en
grotere winst groei dan campagnes die focussen op ratio.
35%
V large profit gains (% reporting)
30%
31%
25%
26%
20%
15%
16%
10%
5%
0%
Emotional Combined Rational
Campaign strategy
IPA: institute of Practitioners in Advertising.( UK.) 21
Month Yr TV reclames met IPA campagneinzendingen vanaf 2006 tot 2009, waarvan TV tenminste 50% gewicht had.

21. Gezichtsuitdrukkingen gebruiken
BrainJuicer © 2006
Het in kaart brengen van emoties
En de basis achter FaceTrace™
23
Month Yr

22. Paul Ekman heeft vastgesteld dat emotionele gezichtsuitdrukkingen niet cultureel
bepaald zijn, maar universeel zijn over culturen heen
Ekman’s onderzoek naar hoe emoties worden uitgedragen en
begrepen via het gezicht leert ons:
1. Begrijpen welke emoties we in kaart moeten brengen.
2. En manier om emoties te interpreteren dmv eigen rapportage met
een minimum aan cognitieve vertaling
24
Month Yr

23. De 7 universele basis emoties
Minachting
Droefheid Verrassing
Blijdschap Woede
Angst Walging
BrainJuicer © 2006
25
Month Yr

24. Emotionele Meetmethode FaceTrace®
Welke van deze gezichten geeft het beste weer hoe je
je voelt tegenover de advertentie?
Minachting
In welke mate voel je [geselecteerde
emotie] tegenover de advertentie?
Droefheid Verrassing
Wat zorgde er in deze advertentie voor
Neutraal
Blijdschap Woede dat je je zo voelde?
Angst Walging 2007
BrainJuicer © 2006 2007
Award
Winner 26
Month Yr

25. CommScan in de Praktijk
Het meten van emotionele betrokkenheid
Met behulp van FaceTrace™
27
Month Yr

26. Emotion-into-ActionTM score – Predicting Business Effectiveness
Intensity Score
measured on a 1.70
100%
Some emotions more conducive scale from 0 to +3
8
to positive commercial action 90%
than others Contempt
8
80% 8
IPA experiment shows emotions Disgust
8
70%
are best predictor of very large
business effects Anger 8
60%
Emotion-
Fear
We have created an emotional 50% 20 into-
model predictive of business ActionTM
40%
effectiveness by weighting each Sadness
emotion based on its likelihood
30%
to lead to action (see illustration Neutral
30
to the left)
20%
Happiness
10%
The result is an
Surprise 10
Emotion-into-ActionTM score
0%
28

27. ‘Emotion-into-Action’ goede voorspeller van Reclame Efficientie
Extent to which variation in each measure explains
variation in efficiency (R-squared values)
0.5
0.4
0.37
0.3
0.27
0.25
0.2
0.16
0.1
0.05
0
Key Emotion-into- Persuasion Established Industry Brand Linkage
Message on Action™ Cut-through
Message Measure Equivalent
31
Base: 10 ads for which SOM and ESOV data is available from the IPA

28. Fame Ads: Definitie
“Building ‘Fame’ of the brand or perceptions of its strength or authority – that
is, the brand defines the category”
(Marketing in the Era of Accountability, IPA DataMine, WARC, 2007)
Fame Ads:
– Maken grote emotionele responsen los
– Generen hoge niveaus van blijdschap, in het bijzonder
‘geinspireerd/gelukkig/aangetrokken’
– Ze kunnen zeer lage scores tonen op rationele metingen zoals ‘ik wil het
product kopen’, ‘relevantie’, ‘overtuiging’
– Vaak brengen een dubbele golf van blijdschap: Gorilla, Heineken Fridge
– Hebben zeer grote hoeveelheden visueel detail hetgeen uitnodigt om
opnieuw te willen kijken
– Hebben een creatief idee zoals Axe ‘verleiding’ welke multimediaal 32
ingezet kan worden

29. ‘Fame’ ads:
scoren bovengemiddeld op Emotion-into-ActionTM
% of Cases
(UK finished film norm)
50%
= Great ads
= Good ads
40% = Mediocre ads 81
31% 84
30% 28%
85
22%
20%
16%
10%
1% 1%
0%
<65 66-70 71-75 76-80 81-85 >86
33
Emotion-into-Action™ Score

30. Cadbury Gorilla – Reasons for Emotions
Intensity Score 100% 2.17 Cannot see what the connection was between
measured on a 5
scale from 0 to +3 1
Phil Collins, Gorilla & Chocolate
1
90%
Contempt Don't understand the connection between a
16 gorilla and chocolate
80%
Good filming, but what has it to do with
Disgust
chocolate?
70% Excellent ad, not quite sure what gorilla
Anger represents, but who cares. Fantastic
% of respondents
60%
Ad is brilliant and gorilla makes me laugh, its
Fear very clever and easy to remember
50%
The best ad around! I just love it!!!! it is different
65 and memorable
Sadness
40%
Great ad, gets people talking about it,
memorable
Neutral 30%
First time I saw it I was really surprised it was for
Happy 20% What does a gorilla playing the drums have to do
with chocolate?
10% Not what I was expecting. Trying to work out
Surprise
12 whether the gorilla was real...
0% Bizarre and unique. Makes you watch 34
the whole ad to find the tagline.

31. FaceTrace & Reasons Why
Which of these faces best expresses how you feel about the advert/idea for an advert you saw?
Intensity Score
measured on a 2.10
scale from 0 to +3 3
1 Childish playing to stereotypes
Didn't mean anything to me
21
Its just a fridge
Contempt
Disgust Do people really behave like that? It seemed unrealistic
Anger
% of respondents
Fear It was right up my street and made me laugh
Sadness
It was stereotypical and because of that it was amusing
Neutral 63
Happiness
Typical Heineken advert. It was funny
Surprise
It made me giggle
As a woman I was amused by the shoes but the fridge was funny and unexpected
12
For women not surprised but then when it came to men surprised and funny
Walk-In
Fridge 35
February 2010

32. FaceTrace: Evian Roller Babies UK
Which of these faces best expresses how you feel about the advert/idea
for an advert you saw?
Intensity Score
measured on a 1.33 2.21
scale from 0 to +3 3
1
5 Amusing, yes, but gimmicks can be dangerous.
2
0 4
4
1
3
The babies were freaky
1
Not sure what it has to do with mineral water
15
Contempt Seen clip before doesn't say anything about the product
Disgust 40
Its too cute for me
Anger
It was an excellent advert that was cleverly made and very
% of respondents
Fear
funny
Sadness
Definitely one that will be remembered - clever and comical
Neutral
60
Happiness Happy Vibe, Funny
Surprise
43 I find the babies very cute and appealing - clever advert
Wasn't expecting to see rollerskating babies! I wondered
how they did it?
I thought it was a rather weird way of expressing feeling
12
7
young
Was just so good
UK Norm Evian Roller
36
Babies
February 2010 Total Sample: 153

33. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
St
a 100%
2 rt
se
4 c
Start
s
6 ec
s
8 ec
10 sec
12 se c
14 se c
16 se c
18 se c
20 se c
5 Seconds
22 se c
24 se c
26 se c
28 se c
30 se c
32 se c
34 se c
10 Seconds
36 se c
38 se c
40 se c
42 se c
44 se c
46 se c
15 Seconds
48 se c
50 se c
52 se c
54 se c
56 se c
58 se c
20 Seconds
60 se c
62 se c
64 se c
66 se c
68 se c
70 se c
72 se c
25 Seconds
74 se c
FaceTracing Output: Cadbury Dairy Milk (Phil Collins)
76 se c
78 se c
80 se c
End
82 se c
84 se c
86 se c
88 se c
90 se c
se
c
37
Fear
Anger
Happy
Disgust
Neutral
Surprise
Sadness
Contempt

34. FaceTracing – Tracing the Emotional Journey
Intensity Score
measured on a
0 0 1
0 1
0 1
0 3 3 3 3 3 3 3
0 0 0
1 0
1 0
1 1 6 5 5 5 5 5 5 5 5 6 6
scale from 0 to +3 0
1 10 11 11 11 10 2
1
1
0
1 12 12 13 3 3 3 3 3 1
1 2 3 3 3 1
1
0 1
0 1
0 1
0 1 2 2 2 2
0
1 2 1 1 2 1
2 1
1 0
1 0
1 2
0 1
1
0
1 1
1 2 3 3 1
0
1 1 3 4 2
0
1 1
0 4 2 2
0 0
2
1 0
1 1
Contempt 2
0
1
29 27 26 26 24 27
32 29 29 29
Disgust
38
Anger
% of respondents
43
54 46 44 44
69 59 52 43
Fear
83
100 100 99 99 97 95 94 93 92 90
Sadness
36 39 40 40 44 48 49
Neutral 47 52 50
32
Happiness
25
24 25 25 25
Surprise 18 20
15
12
22 21 20 20
7 16 19 18 16 16 15
10 12 12 12 12 11 12 13 13 13
3 6
0 1 1 2 2 3 3
0 0 0 1 1 1 1 1 1
Start 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec
38
February 2010

35. FaceTracing: Evian Roller Babies UK
Intensity Score
0 0
1
0 1 1 1 1
measured on a 1
0 1
0 3 3 3 4 5 5 5 5 5 4 4 5 6 5 6 6 6 6 6 5 5
0 0 6 7 7 6 6
scale from 0 to +3 5 6
0 8 8 8 7 8 8 8 8
1 9 8 8 7 7 8 7 8 9 9 9 9 9
1
0 10
1 2 1 2 2 2
0 2 1
0 1
1
1 1
1 1 1
1 1
0 1
0 1
0 1 0
1 2 1 1
1 2 2 3 3 3 3
1 1 0 0
1 1
1 2 3 3 3 3
Contempt 1 3 3 3 2 2 2
0 2
0
The babies are scary! 1 0 0 3
0
0 0
Disgust 29 21 20
46 37 29 29 30 30 28
58 32 33 30 23 22
31 33 33 37 29 26 25 25 23
Anger
% of respondents
The babies have gone
77
Fear
100 99 97 95
Sadness
Neutral 30 41 43 43 46
25 35 40 42 40 42 42 41 41 42 52
38 33 33 37 39 39 41
38
Happiness 21
I can see a baby
Surprise about to start dancing
12
22 22
18 16 15 15 17 16
14 13 14 12 14 14 14 14 14 13 13 14 14 14 14 14
7 8
2
0 0 1
0 1
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
ec
ec
ec
ec
rt
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
se
Sta
2s
4s
6s
8s
10
12
14
16
18
20
22
24
26
28
30
32
34
36
38
40
42
44
46
48
50
52
54
56
58
39
February 2010 Total Sample: 153

36. Not all types of happiness are created equal…
Happiness Types: Business vs Intermediate Effects
3.50
No. of very large intermediate effects
Awe-inspired
Grateful/appreciative
3.00
Ecstatic/blissful
2.50 Excited
Uplifted
Contented
2.00
Proud Sensorially Relieved Joyful over
1.50 pleased others’ misfortune
Amused
1.00
1.00 1.50 2.00 2.50 3.00
No. of very large business effects
40
Base: 18 ads for which business effectiveness data is available from the IPA

37. Finale opmerkingen
Om zowel efficientie als effectiviteit te behalen, zet emotie centraal
in de reclame uitingen en hun campagnes.
Emotie is geen middel maar een doel an sich.
Campagnes gebaseerd op een ‘Reclame Boodchap’ kunnen wel
omzet verhogend werken maar wel met lagere efficientie niveaus
dan emotionele campagnes.
Sommige emotionele lijnen (journeys) en bepaalde soorten
blijdschap kunnen meer effectiviteit opleveren dan anderen. Maar al
met al zijn positieve emoties goede voorspellers van reclame
succes.
42

38. Bedankt!
Carola Verschoor
Managing Director BrainJuicer NL
carola.verschoor@brainjuicer.com
+31(0)648433201
Twitter:
@carolaverschoor
Web:
www.brainjuicer.com
43
Month Yr