Measuring Emotional Response
Our Ipsos experts have 10 years experience in measuring the emotional response to media and content, in order to understand any long term brand effects. Neuroscience shows that when individuals are exposed to any stimulus they experience emotions first, followed by an array of thoughts, feelings and actions – all which are influenced by our initial, subconscious emotions.
Whilst these initial emotions are processed below the conscious level, Biometrics can assess them, by measuring the physiological response to media and content, as manifested via:
- Heart rate
- Skin conductance
- Respiratory rate
These measures are converted into a measure of emotional engagement from second to second during an experience.
Biometrics can demonstrate beyond doubt that emotional engagement has occurred. When combined with survey research, including techniques such as the CEP test, we can understand in detail HOW and WHY it occurred, and whether this makes a positive difference for the brand.
Eye tracking can also be integrated within the test. In this example, although engaged with the content, the eye tracking data showed that most people were actually looking at the competitor beer instead.