Due to his Vulcan upbringing, Star Trek’s Mr. Spock was known for his ability to detach himself from emotion and arrive at decisions from a purely logical standpoint. As for the rest of us – not so much. Humans are emotional creatures. We may diligently do our homework in gathering the facts – fuel economy, horsepower, crash test results, resale track record, finance options… But less objective features – styling, image, color, plush interior, feel for the road, acceleration – those get our attention, make our heart beat a little faster, and tug our mind away from a purely rational decision making process.

And so it is with advertising. Much is made of the dichotomy of a rational approach versus an emotional approach. However, in reality it is not an either/or proposition. The key to successful advertising is in making both a rational and emotional connection with our audience, as has been quantified in MSW●ARS studies of advertising pre-test results – those ads with strong emotional and rational responses are supercharged in terms of likelihood to achieve superior sales performance.

The importance of a strong emotional response to advertising is bolstered by a recent Procter & Gamble in-house review of advertising performance. As reported by WARC, this study found that ads generating an emotional response were nine times more likely to be successful. P&G marketing director/creative strategist Pete Carter noted “Indifference is the killer here. And that’s what you want to avoid. I think … discovering all the different kinds of emotions that are out there: that’s where the real meat is right now.”

The options for how advertising content can be designed to elicit an emotional response will be informed by the brand’s strategy and existing personality. There are no set rules on how this can be done. However, an MSW●ARS review of television advertisements which were able to leverage an emotional connection into high levels of sales effectiveness has led to some broad rules of thumb for how emotional content can be successfully incorporated into advertising.

Portray an emotional benefit: The products we choose perform a needed function – clean the clothes, keep our hair in place, quench our thirst. But they can also provide important emotional benefits – peace of mind, confidence, fun, exhilaration. Depicting how the product can make you feel has proven to be the most consistently effective emotional approach. Dick’s Sporting Goods not only showed how a new basketball hoop could make a little girl feel, but also how the product became a centerpiece of the family’s life.

 

 

Create a need state for the product: We all have needs, from the very basics such as food and shelter to higher order needs such as feelings of security, romance or social inclusion. Advertisements can use emotionally charged imagery, plot lines and music to depict the feelings of need for a product that can in turn create a need state for the product among viewers. This imaginative ad from Perrier uses extreme visuals and effective music to build an urgent sense of need for the thirst quenching power of Perrier – and also ultimately depicts the benefit in an emotional payoff when the protagonist finally is able to indulge in a bottle of Perrier.

 

 

Be Aspirational: At the top of Maslow’s hierarchy of needs are esteem and self-actualization. We all aspire for something better – to fulfill our potential and to be valued by others. The literature has suggested that advertisements which play to the aspiration for personal enhancement can be powerful – and the MSW•ARS database has confirmed the utility of this approach. This celebrity ad featuring LeBron James is aspirational as it depicts his roots in his community and how he found his “thirst” or motivation to succeed from their “passion” and “love”. The ad shows how Sprite helps him to give back to the community to quench their thirst for a better life – and promotes Sprite as the ultimate thirst quencher.

 

 

Portray Excitement and Adventure: There is a trend in spending, especially among younger people, away from tangible items such as clothing and toward technology and, notably, experiences. Brands that can tap into this growing appetite for excitement and experience through their advertising and marketing plan are likely to benefit when the depicted feelings are transferred onto the brand and are appropriate for the brand’s image. This ad from Red Bull uses the world record sky-diving event, sponsored by Red Bull, to create an intense sense of excitement and adventure. It works for the brand due to its image and purpose – to bring energy and excitement to life.

 

 

Deploy Humor Strategically: The basis for much of what we find to be humorous is the misfortune of others. Did you see that guy slip on the banana peel – it was hilarious! Likewise, humor in advertising has been seen to be particularly effective when it is used to poke fun at a competitor, as Taco Bell successfully did with its clever dig at McDonald’s in its “Guess Who’s Coming to Breakfast” spot promoting its new breakfast menu.

 

 

Humor has also been used to great effect in emphasizing how effective the advertised product is, perhaps through a device such as exaggeration, or highlighting an important aspect of the product. This ad for Oikos Greek Yogurt uses exaggerated behavior to humorously and effectively illustrate how irresistible tasting the product is.

 

 

Beware Disassociation: It is vital that the use of emotion is in support of the product and its selling strategy. Ads with weak emotional associations to the brand are rarely successful. Oftentimes such ads attempt to use an emotional approach to gain attention or create a feeling they hope to have associated with the product, but the connection of the drama to the brand is vague. While the Budweiser ‘Puppy Love’ ad won accolades and Super Bowl ad popularity contests, the connection between the story and the brand is tenuous suggesting the ad may have been more popular than sales effective for the brand.

 

 

Given the importance of an emotional connection, evaluative techniques based on neuro-scientific research can be particularly valuable. For example, facial coding or EEG techniques can give a read on emotional engagement that is temporally discriminating to allow assessment of emotional engagement in the critical early seconds of an ad and to identify any segments where there is potential for viewer disengagement.

One example from MSW●ARS’s application of these techniques involves an ad’s soundtrack. While historically music was used to tie a brand to specific benefits by highlighting brand features in the lyrics, as in a jingle, in modern form music ties the brand to specific emotions by highlighting personal experiences. In the example, neuroscience tools isolated why a particular ad underperformed for a key target group. The background soundtrack led to disengagement (detected from EEG) and avoidance activation (detected from galvanic response) at several points within the ad among the target group.

Bill Bernback once said “You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.” His experience led him to the same conclusion that P&G’s recent study came to – that emotional indifference is the biggest enemy our advertising campaigns face.

Please contact your MSW●ARS representative to learn more about how our TouchPoint*Plus platform and neuro-science techniques can be used to assess the effectiveness of your brand’s advertising and assess how it is connecting emotionally with viewers.

 

At MSW●ARS Research we talk a lot about our non-conscious “autopilot” and the role it plays in influencing brand choice.  Our autopilot is that 90%+ of cognitive capacity that operates below the level of consciousness, like keeping our car on track as we drive to work while our conscious self thinks about the day ahead.  It is that enormously talented part of us that tirelessly executes seemingly trivial yet complex tasks and in so doing renders a wide variety of essential judgments about the immediate world around us.   Not only is our autopilot capable of physically guiding our vehicle down the highway with astonishing precision, but in doing so it is also capable of detecting often subtle social cues such as whether the driver in the next lane over is angry and unstable or just listening to Megadeth at full volume.

It’s amazing when you stop to think about all the autopilot does.  It is the source of our perceptions and intuition.  It immediately identifies that slow moving blur in our peripheral vision as a “deer”.  It develops our initial impression of what is going on around us and it connects these impressions with past experience to anticipate what might happen next.  Will that deer jump out into the road?  It can match events with our metal map of the world and quickly identify something as new or not “normal”.  It makes rapid and for the most part accurate judgments about safe or unsafe, good or bad, approach or avoid, and it alerts our conscious “self” when more deliberate thinking is required to deal with a situation.

Compared to our plodding conscious thought process our autopilot is running at the speed of light while processing a far greater volume of information.

Yet given the enormous influence our autopilot has over our choices and behaviors it’s surprising how little it has been studied by marketing researchers.  Most market research comes from survey-based questionnaires or focus groups which by their very nature, reflect a dialog with only the conscious self, that place where our feelings, impulses, and behaviors have already been rationalized, reflected upon, put into words, and expressed within the given social context.

We know that most “low involvement” brand choices are made on autopilot.  And we know that the autopilot lies at the core of attitude formation precisely because it is constantly making snap, emotional judgments about people and objects around us.

MSW●ARS has long known the value of tapping directly into the autopilot via direct observation of respondent behavior at the moment they engage with a TV, print, or digital ad, or with a product or package design.  We have drawn from neuroscience to build an extensive set of tools to capture the in-the-moment physiological response to marketing stimuli:

• Facial Expressions are recorded and coded as a standard part of our TouchPoint*Plus multi-media testing system, for pre-testing TV, print, and digital ads.

• EEG and GSR provide a window on the autopilot making snap judgments as they happen, in-the-moment.

 

• Eye-tracking is used to know which elements of a complex stimulus such as a store shelf, package label, or print ad are causing the responses we observe.

 

• We also observe Rapid Response Times to understand implicit associations that the autopilot relies upon when making snap judgments.

 

All of these neurometrics are available as add-ons within our TouchPoint line of multimedia copy tests, our Identify product naming studies, Filter package tests, as well as custom designed projects.  Contact your MSW●ARS representative to learn about how adding these techniques to your next project can help your brand engage consumers’ autopilot.

 

The classic scientific approach indicates that one should always develop a hypothesis, then, determine how to measure and prove it. As I look across all the opinions that have been widely discussed since Malcolm Gladwell’s book “Blink” was first published, it is clear that marketing practitioners buy in to the hypothesis that brand choices are often made in an instant. The entire concept of branding means that brands are pre-loaded with unspoken motivators of consumer behavior. However, most brands are locked into traditional survey research which cannot capture these instant choices as they happen. The good news is that neuroscience now offers new tools that can be integrated into existing online research to measure the “blink” response to your brand.

Clearly, much is being learned, and very quickly, regarding effective measurement of the blink response. But, marketers who wait for a final answer on how to measure their brand’s blink response restrict their innovation pipeline and their ability to engage their markets. Those marketers who have embraced an approach are already differentiating their brands and witnessing organic growth from both their innovation pipeline and existing brands.

Here are some fast-track steps that marketers should be taking now to remain competitive and take full advantage of the blink opportunity.

• Incorporate response timing measurement into some of your routine studies.
  Every brand team routinely conducts attitude and usage studies in much the same way that they have been done for 50 years. With online research, it is now easy to add a timing mechanism in that allows you to determine what is driving the blink response for every brand in the category. Pre-tested and post-tested communications that is checked for the blink response is much more effective in the current, ubiquitous, media marketplace. In each case, you will get a “wow” response from your brand team by providing new meaning to what might have formerly been perceived as a routine results presentation.

• Build a bridge for your brand team with traditional measures.
  Most concerns about measures of blink response relate to an understanding of what brand teams can expect to get from the information. They already have an expectation for what they will receive from traditional, cognitive measures. And, they already have a database history of results to gauge best practices. Include the traditional measures with the blink response measures. The comparison and contrast will lead to insights that you would not receive from use of the cognitive results alone.

• Follow some critical steps for change management.
  Most frequently, it is the person responsible for consumer insights that is most interested in adding blink response measures. Their bigger challenge is getting acceptance of these measures among their brand team. To make this process change happen:
  1. Break down the measures involved into simple metaphors (e.g. direction; acceleration; etc).
  2. Start with simple applications. The routine study step represents a low-risk trial approach.
  3. Communicate early, communicate often. Ensure that expectations are set and met with key decision-makers.

In the short time it took to write this blog, your market has blinked many times. Are you blinking with them?