BEST OF – CANADA2013

TORONTO/ 8 MAY

IN COOPERATION WITH MRIA (Marketing Research and Intelligence Association)

Practical Methodology

Predict behaviorReported behavior

Cost & time prohibitive

Cost & time efficient

Face-to-face: - Focus

groups- Depth

interviews

Galvanic Skin

Response

Actual behavior

EEG

Online Surveys

Online Qual

In-Store

Reseach

Social Media

Monitoring

Online Communitie

s

IATEye-

Tracking

Facial Coding

Webcam Emotions

Predictive Power

Number of shares and views

View-through and skip rates

Lift in sales and subscriptions

Lift in brand recall

Lift in share of voice

-15% -10% -5% 0% 5% 10% 15%

Happy

Surprised

Angry

Scared

Sad

Disgusted

Least Video Action Most Video Action

-15% -10% -5% 0% 5% 10% 15%

Happy

Surprised

Angry

Scared

Sad

Disgusted

Least Viewed Most Viewed

Emotions > Results

How Do Clients Use It?

CREATIVE

Pick: screen best ideas and invest more in hits

Edit: execute against campaign goals

Compress: cut out shorter versions

MEDIA

Version: resonate with target audiences

Place: buy context that amplifies response

Benchmark: advance your brand trackingShowcase via…

… Canadian Automotive Case Study

21 ads, 7 car brands

1,200 people tested in a week

Supported by Cido and Vision Critical

Pick

Why EmotionALL?

Speed: snapshot reporting

Skill: framework for interpretation

Sense: contextualized results

What is EmotionALL?COMPONENTS

Attraction: 20%

Retention: 20%

Engagement: 30%

Impact: 30%

DIMENSIONS

Verticals

Geographies

Media Length

Media Type

CANADIAN AUTOMOTIVE STUDY

EmotionAll Score Attraction

Retention

Engagement Impact

Hyundai Santa Fe XL - Spice It Up 2013 8 4 10 9 7Nissan Altima - Enough 7 7 7 7 5Volvo XC60 - Made for Candinavia Equity Film 6 8 5 6 5Chevrolet Trax - Find New Roads After Midnight 6 5 5 7 5Hyundai Santa Fe XL - Snowboard 2013 6 5 6 6 6Audi Quattro - Snowman 6 10 4 6 4Nissan Altima - Break Up 6 5 5 7 4Volvo XC60 - Made for Candinavia 5 6 4 6 4Chevrolet - Own Some Chrome Event 5 6 4 6 3Chevrolet - Find New Roads Anthem 5 6 3 6 4Honda Civic - New Style 2013 5 4 4 7 4Honda Civic - Precision Parking 2013 5 6 4 5 3Ford Fiesta - Fuel 2013 Canada 5 7 3 5 3BMW - M5 Bullet 5 3 5 5 4Hyundai Elantra - Car Of The Year 5 5 4 5 3Ford Escape - Junk In Your Trunk 2013 4 5 3 5 3BMW - Driven By Design 4 5 3 5 3

Ford Fusion - Hybrid All-New 2013 Canada 4 5 3 5 2BMW - The New 7 Series 4 5 3 5 2Honda Civic - Keeping It In The Green 2013 4 4 3 4 3Audi Quattro - Land of Quattro 4 3 3 4 3

5% 10% 15% 20% 25% 30% 35% 40%0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Audi Quattro - Land of Quattro

Hyundai Santa Fe XL - Spice It Up 2013

HAPPY vs. SURPRISE

Happy

Surp

rised

Edit

Bad start, good ending

Good start, bad ending

Cut that out!

Change the start completely

Compress

“… a place where innovation comes before convention …” ???

“… there is a place where you could have it all!Freedom, Comfort, Control…”

Beautiful scenes Assuring statements

WELCOME TO CANDINAVIA!

“… modern Scandinavian design meets Canadian thirst for adventure…” ???

Beautiful woman Running horsesNature Music

Version

Benchmark

Happy % Sad % Confused % Surprised % Scared % Disgusted %

-6%

-4%

-2%

0%

2%

4%

6%

8%

10%

Volvo XC60 – Welcome to Candinavia Equity FilmPeak Emotions Compared to Automotive Norms

Top 5 Bottom 5 Welcome to Candinavia

Happy % Sad % Confused % Surprised % Scared % Disgusted %

-8%

-6%

-4%

-2%

0%

2%

4%

6%

8%

10%

Audi Quattro – Land of QuattroPeak Emotions Compared to Automotive Norms

Top 5 Bottom 5 Audi Quattro

Summary

Practical: fast and simple

Valuable: emotions matter

Scalable: … to a degree that will truly change market research

Q & A

Closing

Roland Klassen

ESOMAR Representative for Canada