En el marco del evento Emoción Desnuda del IESA, John Keron compartió un nuevo enfoque metodológico de aproximación al consumidor y cómo vincularse con éste de forma emocional tiene mayor impacto que estrategias racionales.

1. Fresher Insights, Better Marketing Measuring Emotional Engagement with FaceTrace™

2. Brain Juicer Exploration/Insights Concept Development Product Evaluation Final Mix Front-End Innovation Launch Track I n n o v a t i v e M e t h o d s Freshly squeezed insight & innovation powered by award winning tools & researchers 70 staff; offices US, CA, UK, DE, CH, NL, AU 10 years working with world’s largest companies For insight And innovation Seek em  tion And be creative Award Winner 2005 2005 Award Winner 2007 2007

6. The 7 basic universal emotions Autonomic Reflective BrainJuicer © 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear

7. We seek to maximise... & minimise…

8. Emotions drive our motivations… & decisions “ Emotional advertising campaigns are more effective & more profitable than rational campaigns - even in 'rational' categories…” Les Binet & Peter Field (2007): 880 IPA dataMINE analysis study.

9. Emotional Campaigns Outperform

10. Emotions drive our motivations… & decisions “ Brand awareness , brand image and direct response are easy to measure but DON’T increase market share as much as ads that seek ‘brand fame‘ Les Binet & Peter Field (2007): 880 IPA dataMINE analysis study.

11. Yet MR still dominated by the ‘rational’

12. Techniques for measuring emotions Desmet, Hekkert & Jacobs (PrEmo), 2000 Lang’s Self Assessment Manakin (SAM), 1980 9 Guilt 8 Sadness 7 Anger 6 Repulsion 5 Hatred 4 Inspiration 3 Attraction 2 Excitement 1 Surprise Please indicate which of the following emotions you felt during the ad? Question 99:

14. Development of the faces metric

15. The final emotional engagement measure Which of these faces best expresses how you feel about this advert? To what degree did this advert make you feel [selected emotion]? And what was it about this advert that made you feel this way? [Use MindReader to capture reasons for each emotion] BrainJuicer © 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear Neutral

16. The Experiments

17. The final emotional engagement measure Which of these faces best expresses how you feel about this advert? To what degree did this advert make you feel [selected emotion]? And what was it about this advert that made you feel this way? [Use MindReader to capture reasons for each emotion] BrainJuicer © 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear Neutral

18. CDM Gorilla

19. The final emotional engagement measure Which of these faces best expresses how you feel about this advert? To what degree did this advert make you feel [selected emotion]? And what was it about this advert that made you feel this way? [Use MindReader to capture reasons for each emotion] BrainJuicer © 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear Neutral

24. Validation of the Approach

29. CDM Gorilla Achieves Outstanding Emotional Intensity Score & has driven growth, yet might not have been progressed on the basis of information measures 1.92 2.17 1.58 Emotional Intensity (0 to +3)

31. Strong Link Between Emotion & Fame # As of 29/11/07 Time since first posting Number of YouTube Hits# Emotional Intensity Score Ad Tested 6-9 months 2,492 1.75 Fabric Conditioner Brand 8-10 months 2,310 1.79 Tropicana Breakfast in NY 6-12 months 121,738 1.86 VW Golf 6-12 months 24,777 1.92 Guinness 2 months >4,308,000 2.17 Cadbury Gorilla

32. Evidence of a Tipping Point? YouTube Hits Emotional Intensity Score

33. FaceTracing™: Emotional response and reasons why across the whole film