Given our love for the advertising industry and creativity in general, we were delighted to read in AdNews that other market research agencies are also fighting to prove the effectiveness of creativity. According to John Kearon (BrainJuicer), Millward Brown’s research approach “protects clients from this mad, self-indulgent, playful, creative nonsense because surely that can’t sell shampoo.” (AdNews, 04.04.2014).
Having done countless concept testing and post campaign measurement projects, we know that this is far from the case. Measuring the level of emotions during the ad often correlates with the success of campaign down the track.
One of the ways we measure emotional reaction is through using THINKRate – a device that measures changes in heart rate as a response to campaign material. The campaign material can be anything – from an animatic to a simple reading of the script. By knowing which components of the campaign evoke emotions, we work with agencies to fine tune the ideas and execution in order to generate maximum response.
There are not many decisions that human being make rationally, therefore presenting a rational argument is seldom effective at influencing decisions.
Written by:
Lana Bruskina – Strategy and Insight Manager
For further information on THINK Global Research, please contact Kristy Ihle (Managing Director) at info@thinkglobalresearch.com.
