'Power of Laughter'
Measuring the effectiveness of comedy in generating positive audience engagement

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Author(s): Christian Kurz, Jo McIlvenna, Julia Lamaison, James Guerrier
Collection: Congress 2014 - What Inspires?
Keywords: Audience Research, Neuroscientific Techniques , Innovation, Happiness

ESOMAR Best Paper Award 2014/2015
ESOMAR Congress 2014 Award Nominee - Best Case History
ESOMAR Congress 2014 Award Winner - Best Methodological Paper
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The jury said:

"The thoroughness of matching "old and new" and a very rigorous way to deal with very usual "factors."”

This paper demonstrates inspiration in the following ways:

    • inspiring innovation in the measurement of ‘actual’ audience reaction to content
    • new insights to inspire and inform the creation of visual content and the scheduling of advertising messages
    • an inspiring new way to demonstrate the value of a channel brand to its clients
    • inspiration to drive future development of this research methodology

The paper demonstrates the value of measuring actual versus claimed behaviour, and also demonstrates the effectiveness of using a new and innovative research tool to gain greater depth and understanding of actual audience behaviour.

Date of publication: 10.09.2014
ISBN: 92-831-0276-2
Order Code: 214851_27
Number of pages: 13

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