Vision One launches emotion response measurement
AdProbe measures the performance of advertising (including TV and radio) against seven emotional triggers, to deliver an overall emotional intensity index that is linked to both purchase intentions and overall advertising effectiveness.
The measurement can be used in pre-testing and on-going campaign tracking, and has been engineered for focus groups to help the creative development process, as well as aiming** to give advertisers an insight into the concept of ‘brand fame’ and the potential for their advertising to create a buzz among their target audiences.
Tony Lewis, Vision One managing director, said: “Great advertising should be memorable, persuasive, emotional and linked to the brand, and this has to be set in the context of the communication strategy and advertising objectives. However, existing research techniques can make it very difficult for brand owners to know if they have truly succeeded on all or any of these points.
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
2 Comments
Tony Lewis
12 years ago
Emotion is now widely accepted as one of the most important factors in generating a return on investment - to find out more about AdProbe and how to define and measure Emotion, then find out more at www.visionone.co.uk.
Like Reply Report
Anon
12 years ago
Interesting, but I have to say, their collection mechanism seems a bit -- well -- dull. Solutions like emolate.com seem to make this a whole lot more straighforward.
Like Reply Report