heart.facts emotion research | september https://www.september-online.de Strategie & Forschung Wed, 30 Aug 2017 07:53:01 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.5 https://www.september-online.de/wp-content/uploads/2016/09/cropped-ICON-1-32x32.png heart.facts emotion research | september https://www.september-online.de 32 32 TV commercial – gorilla felled by a dress https://www.september-online.de/en/project/gorilla-vs-dress/ Wed, 30 Aug 2017 07:52:43 +0000 http://www.september-online.de/?post_type=project&p=4678

TV commercial – gorilla felled by a dress

Objective

to analyse the advertising effect of a TV commercial and provide recommendations for the creative process.

Why

A commercial being run by a mail-order fashion retailer had come under fire in consumer surveys for its clichéd image of women. A thorough check of the commercial was carried out using heart-facts research.

How

At the most exciting moment in the commercial, the endorser interrupts the flow and steers attention towards a single detail – the dress being advertised. Although this scene was viewed very critically in the interviews, the emotion research revealed the crucial twist here: the endorser interrupts the flow because she is setting her own priorities and thus proving to be a strong personality and attractive role model.

What

Concrete learnings for company and agency as to what makes this commercial a success from a psychological point of view and measurable benchmarks for the production for further designs.

]]> Implicit Quick Dive® http://september-online.de/en/implicit-quick-dive Fri, 18 Aug 2017 08:59:22 +0000 http://www.september-online.de/?post_type=project&p=3872

Ziel: die unsichtbaren emotionalen Reaktionen auf Marken und Werbemittel präzise messen; Unternehmen und Agenturen praktisch verwertbare Resultate liefern.

Why: Alle unsere Entscheidungen werden durch schnelle, unbewusste Emotionen beeinflusst und vorbereitet. Marken, Werbemittel und Verpackungen sind also nur dann erfolgreich, wenn sie beim Konsumenten positive emotionale Wirkung erzielen. Mit der heart.facts Emotionsforschung ist es möglich, diese Effekte objektiv und detailliert zu messen.

How: Die neue heart.facts Methode schlägt eine Brücke zwischen apparativen und explorativen Ansätzen. Dabei messen wir parallel bis zu 20 verschiedene psychophysiologische Reaktionen, die wir anhand von sieben trennscharfen emotionalen KPI detailliert nachweisen: Vertrauen, Sympathie, Attraktion, Nähe, Relevanz, Skepsis und Stress.

What: Unsere Kunden erhalten verlässliche Kennzahlen, die das emotionale Profil ihrer Marke und die emotionale Performance ihrer Werbemittel nachweisen. Die Methode ist für alle Kanäle geeignet und erlaubt es, die emotionale Leistung von z.B. Anzeigen, Plakaten, TV-Spots und Bannern zu vergleichen. Auch Konzepte, Texte, Mockups, Storyboards und Animatics können getestet werden.

psyphysdatenstoeme

Therapist smiling at her patient

]]> heart.facts emotion research – closer to the unconscious than any other method https://www.september-online.de/en/heart-facts-en/ Mon, 06 Mar 2017 17:02:38 +0000 http://www.september-online.de/?post_type=project&p=2928

Ziel: die unsichtbaren emotionalen Reaktionen auf Marken und Werbemittel präzise messen; Unternehmen und Agenturen praktisch verwertbare Resultate liefern.

Why: Alle unsere Entscheidungen werden durch schnelle, unbewusste Emotionen beeinflusst und vorbereitet. Marken, Werbemittel und Verpackungen sind also nur dann erfolgreich, wenn sie beim Konsumenten positive emotionale Wirkung erzielen. Mit der heart.facts Emotionsforschung ist es möglich, diese Effekte objektiv und detailliert zu messen.

How: Die neue heart.facts Methode schlägt eine Brücke zwischen apparativen und explorativen Ansätzen. Dabei messen wir parallel bis zu 20 verschiedene psychophysiologische Reaktionen, die wir anhand von sieben trennscharfen emotionalen KPI detailliert nachweisen: Vertrauen, Sympathie, Attraktion, Nähe, Relevanz, Skepsis und Stress.

What: Unsere Kunden erhalten verlässliche Kennzahlen, die das emotionale Profil ihrer Marke und die emotionale Performance ihrer Werbemittel nachweisen. Die Methode ist für alle Kanäle geeignet und erlaubt es, die emotionale Leistung von z.B. Anzeigen, Plakaten, TV-Spots und Bannern zu vergleichen. Auch Konzepte, Texte, Mockups, Storyboards und Animatics können getestet werden.

psyphysdatenstoeme

Therapist smiling at her patient

]]> Not everything looks good: optimal packaging design https://www.september-online.de/en/project/packaging-design/ Mon, 06 Mar 2017 16:11:50 +0000 http://www.september-online.de/?post_type=project&p=2908

Not everything looks good: optimal packaging design

Objective

to evaluate the impact of a new packaging design based on objective emotional indicators.

Why

september was tasked with testing a novel dessert cup. The client wasn’t just interested in usability but also in the influence of the pack on the emotional appeal of their long-standing traditional brand.

How

 We carried out heart.facts emotion research in four stages:
1) Measurement  with the help of a 3-D model
2) Measurement of the haptic prototypes
3) Measurement of reactions to the emotional brand profile before and after contact with the pack
4) In-depths to clarify the causality between measurements and the emotional experience (‘story’)

What

The client received insights that went far beyond the usual design and UX studies. Using objectively gauged KPIs, it was then possible to compare the new pack with other packaging in terms of usability and the brand lift achieved.

]]> Tool: Brand TAT https://www.september-online.de/en/project/tool-brand-tat/ Mon, 06 Mar 2017 16:10:28 +0000 http://www.september-online.de/?post_type=project&p=2901

Tool: Brand TAT

Why

Customary projective brand evaluations try to project brand attributes onto people, lifeworlds, or even animals. However, if the report only offers up descriptive personality traits such as “Brand X is 30 years old, a manager, someone who enjoys holidaying on Hawaii”, then the projective technique quickly becomes reduced to a decorative but meaningless accessory. Test persons have the tendency to attribute only positive characteristics to a brand (particularly when just 10 minutes have been allocated to this part of the discussion guide).

What

The Brand TAT enables productive brand characterisations to be deployed for brand stretching, brand analyses and positioning. While a brand may be sociable, spontaneous and contemporary, this can prove very counter-productive in the context of dark chocolate, for example. A projective technique such as september’s Brand TAT always keeps the category context in mind to come up with evaluative statements rather than impressive-sounding but empty words.

How

Instead of paring down brand images to personas without a context, our Brand TAT allows us to show not only the tonality of the brand but also its psychological function within the category. Using a validated set of pictures (whose conscious and unconscious attributes are known to us), test persons assign to the brands what they consider to be matching pictures. The functional psychogram of a brand can then be unlocked from the ‘secret’ picture attributes.

]]> Psyche over tongue: indications of quality in coffee https://www.september-online.de/en/project/psyche-over-tongue-indications-of-quality-in-coffee/ Mon, 06 Mar 2017 16:09:22 +0000 http://www.september-online.de/?post_type=project&p=2895

Psyche over tongue: indications of quality in coffee

Objective

to identify factors that driver the perception of quality in coffee

How

Over 20 possible 'quality triggers' were generated in a multi-stage process involving in-depths and focus groups with end customers and trendsetters (online food bloggers): from the origin of the bean, to roasting and packaging, right down to the cultural rituals associated with drinking coffee. Emotion research was then conducted to prove which of the many possible options really do have an emotional effect and are credible for the brand.

Why

When consumers rate the quality of a coffee brand more highly in a blind test than with prior knowledge of the brand, it's clear that the communication side needs tweaking. Apparently, it isn't enough just to offer a good coffee. Which is why our client wondered: What drives the perception of quality?

What

The insights from the emotion research gave our client a basis on which to design a new quality concept, including the development of a new TV and out-of-home campaign, which was in turn again evaluated using heart.facts emotion research.

]]> The story told by posters https://www.september-online.de/en/project/the-story-told-by-posters/ Mon, 06 Mar 2017 16:07:56 +0000 http://www.september-online.de/?post_type=project&p=2887

The story told by posters

Objective

to find objective evidence of the advertising impact of a poster and evaluate design variants.

How

heart.facts emotion measurement was used to gauge the unconscious emotional reactions of respondents in three phases of perception: spontaneous/short/long. In the course of subsequent in-depth interviews we then went on to examine the intrinsic dramaturgy of the advertising effect.

Why

A typical case: the agency drafts three versions of a poster – but which one works best? A major coffee producer asked us to compare the emotional impact of the different designs and offer a psychological explanation.

What

People think in stories – and it's no different when they look at an advertising poster where they look for a story or create one of their own to explain what they see.  The poster test showed many of the design elements to be ambiguous and likely to spark false expectations in the product. With the results from heart.facts emotion measurement, the client was equipped with very specific pointers on how to optimise the poster design.

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