tmre 2017 presentation: translating emotion science into digital experiences
TRANSCRIPT
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Translating Emotion Science into Digital Experiences
October 23, 2017
Gartner’s Magic Quadrant
evaluated Isobar as a market
leader of global digital marketing
agencies 2015, 16, 17 with the
strongest score for Completeness
of Vision.
Leader in The Forrester Wave: Digital
Experience Service Providers, Q4
2015 with the highest score of
all vendors for our current offering.
RECENT RECOGNITION
400+ Awards
19 Agency of
the Year titles
currently held
Digital Network
of the Year
2011, 12, 14, 15, 16
Campaign Asia
ACCOLADES
KEY CLIENTS
StrategyWe develop strategies to
transform businesses
CampaignsWe create, measure and optimize
digitally-focused campaigns
ExperiencesWe design experiences that are
both easy to use and a joy to use
PlatformsWe design and build flexible
and scalable technology solutions
ProductsWe invent digital products that
generate new revenue streams
6,000 employees in over 85 offices around the globe.
F U L L - S E R V I C E G L O B A L D I G I T A L M A R K E T I N G A G E N C Y
We conceive, design and build experiences for the world’s largest organizations.
INNOVATION
Innovation partnership with
MIT MEDIA LAB
Accelerators in North/South
America, Europe and Asia
Full-service digital agency and part of the
50+ CONSULTANTS, M ARKETING RESEARCH EXPERTS, PSYCHOLOGISTS AND D ATA SCIENT ISTS - NEW YORK, NY | BOSTON, M A | WESTPORT, CT | LEX INGTON, M A | CHICAGO, IL
We are Isobar Marketing Intelligence — product of the merger of
Copernicus Marketing & Forbes Consulting & Isobar Strategy; we are
recognized for our segmentation and emotional testing approaches; we
operate as a full-service marketing consulting and research firm.
Authors of seven books on marketing,
including The Science of Why,
Decoding Human Motivation and
Transforming Marketing Strategy
An industry leader in emotional testing
approaches, offering several proprietary
products – including MindSight® – for
rapid and easily deployed testing
You can find us at most key industry
events including Advertising Week,
TMRE, Marketers Brand Summit, Path
to Purchase and more
INDUSTRY LEADERSHIP CORE COMPETENCIES KEY CLIENTS
Segmentation and
TargetingBrand and Positioning
Journey MappingCommunications
Development
Product and Pricing
StrategyWhite Space Exploration
Emotions are critical to effective marketing
Every decision made is based on rational and emotional drivers.
The most successful products in the marketplace have rational and emotional appeal.
thoughts“This makes sense”
“I think I’ll try it”
feelings“This feels exciting”
“I want to try it”
Barriers to emotional insightAsking consumers to talk about their emotions just won’t get the job done. Two major barriers to insight create a need to “get deeper” than respondent self reports.
When respondents are unwilling to talk about their feelings
When respondents are unable to articulate or don’t know how they feel
WON’T SAY CAN’T SAY
NEUROLOGICAL
3 Types Of Emotional Techniques
BIOMETRICS INDIRECT MEASURES
Four Types Of Dependent Variables
VALENCE MEANING
ATTENTION AROUSAL
Eye
Tracking
Facial
Coding or
EMG
Heart
Rate
EEG
Galvanic
Skin
Response
Isobar’s Emotion Toolkit
These should be measured with multiple indicators to ensure validity and reliability.
Emotional
Arousal
Emotional
Valence
VALENCE
MEANING
ATTENTIONAROUSAL
A Unique Partnership
Isobar Marketing Intelligence
VALENCE
MEASURING MULTI-MODAL EMOTIONAL EXPERIENCES
EEG
HR
Facial EMG
AROUSAL
MEANINGATTENTION
Eye Tracking
GSR
PATTERN MATCHING OF EMOTIONAL STATE
EEG
f-EMG Zyg.
GSR
f-EMG Cor.
Peak detect
1. Increase new enrollments
2. Increase engagement
3. Increase advocacy
1.What motivates seniors to exercise?
2.Which segments to target?
3.How to reach the target at digital touchpoints?
4.How to produce powerful creative?
5.How to engage digital platforms?
1. What motivates seniors to exercise?
• A unique technology for understanding unconscious emotions
• Isobar’s MindSight® technique represents a substantial advance in emotional measurement
1
7
patented access to the emotional brain
very practical to administer
extremelyactionableresults
The images are curated to
measure nine motivations
The MindSight® Motivational Model
1 See D Forbes, “Toward a Unified Model of Human Motivation, Review of General Psychology” June 2011.
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The Emotional Discovery Window
MindSight® takes advantage of “rapid response” image selection and creates direct access to emotional experience, before editing by rational thought
THE EMOTIONAL DISCOVERY WINDOW
“The earliest stage of emotional reactions takes place [at] about five hundred milliseconds… [this] …sits
between the couple of hundred milliseconds we require to be conscious of a pattern and the seven or eight
hundred milliseconds we need to process a concept.” - Antonio Damasio, Self Comes to Mind, 2010
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MindSight® in Action
Respondents engage with
the MindSight® exercise as
a “sentence completion”
task
“The thing I like most about exercising is that it makes me feel____"
Touch to Select Image
Psychological priming sentence
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Assessment on Specific Dimensions
SECURITY IDENTITY MASTERY EMPOWER-
MENT
ENGAGE-
MENT
ACHIEVEME
NT
BELONG-
ING
NURTUR-
ANCE
ESTEEM
We assess exactly which images were “tapped” most frequently.
And the answer is….
Empowerment
91 98
128
200
95
148
106
57
126
119 115 113150
114 119 127
91 89
Aspiration
Fulfillment
Frustration
Relief
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EMPOWERMENT
“The thing I like about exercising is that it makes me feel___”Details on Specific Dimensions
IDENTITY ENGAGEMENT NURTURANCE
ESTEEM
BELONGINGEMPOWERMENTSECURITY
MASTERY ACHIEVEMENT
Strong
Powerful
Ready to go
Fearless
Free
Liberated
Courageous
Brave
For the dominant motivations we see the specific images and words that were selected most frequently.
Empowerment means feeling capable and
competent in the face of challenge.
The desire to gain the basic sense that
they can successfully take action toward a
result they desire.
“You can do it” is the mantra.
Empowerment
When empowerment is the goal, our eyes are set on the future
and we’ll take new action to get there.
Empowerment
2. Which segments to target?
Three key segments.All motivated by EMPOWERMENT, but each with it’s own additional need
Empowered younger women
enthusiastically committed to
fitness classes within an
exercise community
Older, healthy, and slightly more male,
exercisers for whom exercise is
personal, not communal. Focused on
maintaining independence.
Aware that they need to exercise,
but undisciplined. Aspiring but in
need of help. Isolated and self
conscious about exercise.
Social Exercise Enthusiasts Solo Maintainers Insecure Help Seekers
+ BELONGING + MASTERY + SECURITY
3. How to reach the target at digital touchpoints?
2626
Activation
Tools and algorithms for actually finding target segments in the real-world for communications planning.
• Build segments directly in MRI or other media surveys
• Find target segments with digital, programmatic and addressable media
And of course we develop typing algorithms to find segments in future research.
• We embed questions from MRI (or Simmons)
directly into our questionnaire
• We append data from 3rd party marketing data
sources, enabling digital targeting strategies
• When develop algorithms to classify Facebook
members into segments.
Property of Isobar. Privileged & Confidential. 27
Identify Organize Activate Optimize
Integrated Data Model
1st Party (CRM, Site
Analytics, POS,
Loyalty, etc.)
2nd Party (Partners,
Exchanges, etc.)
3rd Party (Experian,
payment processer, etc.)
Search
Display
.COM
Data
Management
Platform (DMP)Optimization
Cycle
DesignDevelop
IdentifyIterate
Analyze Plan
4. How to produce powerful creative?
Campaign 1 Grow Young Together
Campaign 2 Live Life Well
31
On typical rational measures the two campaigns were identical
GROW YOUNG TOGETHER
(A)
"LIVE LIFE WELL“
(B)How likely are you to use
SilverSneakers more/ start
using/ go to the SilverSneakers
website to get more information
about enrolling in the program?
(T2B)
Overall, how much do you like
this campaign? (T2B)
What is your overall
impression of SilverSneakers?
(T2B)
How believable are the
campaign's claims about
SilverSneakers? (T2B)
How relevant is the campaign to
your needs? (T2B)
How much of an advantage
does this program provide
compared to similar offers in the
market? (T2B)
51%
69%
80%
81%
50%
57%
55%
72%
82%
84%
56%
59%
Very little
difference
on a
rational
basis
12
iMotions software
Campaign ads
+
Shimmer3 GSR
+
Tobii X2-30 Eye
Tracker
+
Webcam for Affdex
Facial Coding
+
Biometric analysis of two Silver Sneakers campaigns
+ABM EEG
Campaign 1 Grow Young Together
Campaign 2 Live Life Well
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Campaigns Elicit Different Emotional Responses
AROUSAL: GSR PEAKS PER MINUTE
GROW YOUNG
TOGETHERLIVE LIFE WELL
VALENCE: EEG ASYMMETRY
GROW YOUNG
TOGETHERLIVE LIFE WELL
?
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Campaign Motivational Profile
• Live Life Well outperforms on multiple motivations, especially the key motive of Empowerment
• Grow Young Together pops on Belonging motivation
THE SELF THE MATERIAL WORLD THE SOCIAL WORLD
SE
CU
RIT
Y
IDE
NT
ITY
MA
ST
ER
Y
EM
PO
WE
RM
EN
T
EN
GA
GE
ME
NT
AC
HIE
VE
ME
NT
BE
LO
NG
ING
NU
RT
UR
AN
CE
ES
TE
EM
103119
93115
85113
99121
92114
95119
95 9874
9160
89
68
91
82
98
90
128 162
200
76
95116
148
124 106
48
5789
126
MOTIVATIONAL DOMAINS
Based on this campaign, I’m excited about using the SilverSneakers program because it might make me feel a little more…
Based on this campaign, I’m hesitant about using the SilverSneakers program because it might leave me feeling a little…
Source: MindSight. Q23, Q24. Among those assigned to GYT & LWW
*Indices based on Isobar concept norms.
GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW
Live Life Well
The Winner!
5. How to engage digital platforms?
ALL TARGETS: EMPOWERMENT
ALL TARGETS: EMPOWERMENT
Video content emphasizes
EMPOWERMENT via testimonials of
“I can do it”
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EARLY RESULTS
Facebook Lookalike Audiences built on
target segments show 50% improvement
in response rates to segment-customized
messaging
01. 02.
03.
04.
So, Things ToDo In 2018
04. Test Emotional Response to
Creative
01. Understanding the Beating
Heart of Your Category
02. Understand the Emotional
Connection to Your Brand
03. Identify Motivational/Emotional
Target Segments
05. Activate Digitally!
Thank You!