What happens when neuromarketing's facial emotion reading is compared to a more traditional online quantitative pretest? How does comparing the two generate insights for the advertiser? If both appear to be aligned, which methodology should we use moving forward? Our comparative look at Xmas television advertising results will be designed to instruct both researchers and advertisers\agencies on the potential of merging direct and indirect measurement of consumers in an integrated model. This will be a case study presentation.
Reading consumers’ facial emotions using FaceReader is one of the leading tools in the neuromarketer’s tool kit. Used in the context of a live speech, TV show, advertising, or any other creative production, this type of analysis offers both the creative team and the strategic team powerful insights into how well they are conveying the right emotion with the right message, while best representing the brand. This method combines information by millisecond on the nature of the emotion and its intensity. On the other hand, traditional research, whether qualitative or quantitative pretesting, is good at delivering insights on potential impact, efficiency and comparative evaluations. What happens if both our combined? Could we provide insights into what emotions best deliver efficiency depending on the product category? What about the impact of creative choices on efficiency? For example, are ads that show the highest variations in intensity of emotions are more efficient? Or is it when ads have a more climactic finish? Or when viewers experience more than one emotion during the ad? On another level, we need to look at what can be seen as elements of convergence between the two methods. If the client were to only use FaceReader, what could be infer down the road in terms of some core metrics used to evaluate impact or measure a KPI.
In order to answer these questions and others, we will present are the results of FaceReader qualitative research on four Christmas ads, tested with a group of millennials, and results from a Web panel survey of the same segment on a number of traditional metrics used to evaluate ads along with some comparative measures (i.e which of the four ads they preferred.)
As a result of this session, participants will of course be presented with both the perspective of the neuromarketer and more traditional researcher into the strengths and shortfalls of each methodology. But, the main takeaway will be about the potential of bridging the gap with “old” and the “new” and how the two worlds should not only cohabitate but be integrated.
Participants who may not have used FaceReader, the session will also explain its origins in scientific research and its potential as a research tool. As well, the session will show how the subject of face reading research can vary, i.e. the subject can be the consumer looking at your creative or you the researcher evaluating the performance of a spokesperson, politician, or athlete.
|Christian Bourque, CMRP
Executive Vice-President and Partner at Leger, the Research Intelligence Group
Christian has over 20 years of experience in market and public opinion research. As the Executive Vice-President at Leger, Christian manages the Montreal team of researchers and acts as a senior consultant for the firms major clients. Christian is also the media spokesperson for the company and can be frequently heard on the CBC, TVA or Radio-Canada. He is also a political commentator on CBC radio and Radio-Canada Première. Christian is a well-known speaker and has presented or headed panels at several MRIA conferences in the past.
Christian has always been involved in the industry. He served for three years on the national board of MRIA (2010 to2013) and still sits on the Legal Committee headed by Dr. Ruth Corbin. Christian is also on the national Board of CAPOR and attends ESOMAR conferences on a yearly basis.
Christian still teaches research methodology at the Université de Montréal as a sessional lecturer.
|Alexandre Tellier, M. Sc.
Research Director at imarklab
Alexandre is Research Director at imarklab. Imarklab is a user experience and neuromarketing firm in Montreal. The firm is a spinoff of the École des Hautes Études Commerciales of the Université de Montréal, where the Tech3Lab is situated. This is the lab where some of the tools used by imarklab. Imarklab generates insights on creative content, mainly user interfaces, using tools that range from traditional usability testing, to eye tracking, to emotional measurements and physiological measurements (stress, mental effort, EKG, epidermal reactions, etc.)
Alexandre has presented on numerous occasions on both his scholarly work and work at imarklab. He still teaches at the HEC of the Université de Montréal in digital commerce.