Excellence - celebrating 60 years
Using faces
measuring emotional engagement for early stage creative
Orlando Wood & Tijs Timmerman
Abstract
This presentation outlines what led to the construction of our emotional measurement technique, and the psychological theory underpinning it. It describes some important new findings for the measurement of emotion in advertising:
- Emotions drive everything we do, so absence of emotion results in inaction
- The right emotion will produce the desired action – happiness for commercial ends; fear, anger, disgust for social ends
- Advert understanding and the propensity for attitude change is determined by the emotional trigger (reflective or autonomic) and cognitive post-processing of the emotion
Orlando Wood
BrainJuicer Labs, UK
Orlando’s expertise lies in NPD research. From the origination of ideas to proposition testing, and ultimately sales forecasting, he’s been involved in the launch of many brands that are now household names. As a Client Director at BrainJuicer®, Orlando works with multi-national and UK domestic clients in the development of their products. His role in BrainJuicer Labs means that Orlando is at the heart of developing the next generation of research techniques.
Tijs Timmerman
Philips International, Netherlands
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