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Neuro-Design Optimization for Creative Agencies

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    Measuring the emotional impact of digital imagery on consumer behaviour.

    Optimizing Creativity Through Neuroscience

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    2The Emotive Power of Imagery

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    3Pioneering CGI

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    4Pioneering CGI

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    5Pioneering CGI

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    6Saddington Baynes : Creative Production Specialist

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    7Art and Science?

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    Introduction

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    Saddington Baynes : The Draw of Neuroscience

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    10Saddington Baynes : The Draw of Neuroscience

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    11But Are Gut Instinct Enough?

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    12Resistance to Traditional Measures

    Measuring the emotional impact of creativity has been a challenge using traditional research tools

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    4.7 6.3 6.7

    13Creative Industry Resistance to Traditional Measures

    Doesnt feel right

    Biggest gulf in credibility for traditional tools

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    14Over-reliance on Rationalized Research >>>>Emasculation

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    15Energy Suppressed

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    16Emotion Flattened

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    17Great Campaigns Lost in the Bin?

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    18Fresh Approach? Fresh Obstacles?

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    19Client v Agency

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    20Shackled or Liberated?

    New Image

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    21Client Push v Agency Pull

    Desire Affordability Speed

    Agency Differentiation

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    22Intro to Engagement Insights

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    23

    MOTION SENSOR

    Insight

    Neuro

    FascinatingRetail

    Safari

    Emotion

    Behaviour

    Engagement Insights : Selection of Approach

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    24Engagement Insights

    VW

    Reliability

    WorryRisky

    Safari

    Reassurance

    Trust

  • True implicit research technology

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    26

    DONT THINK OF A WHITE BEAR

    AUTOMATIC, IRREPRESSIBLE COGNITION

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    27

    DONT FEEL ANY EMOTION

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    implicit research technology, n. A specialized set of indirect research tools that can reveal System 1 processing by measuring unintentional and uncontrollable responses to stimuli.

    Implicit research techniques must not be direct, deliberate, controllable self-assessments.

    - Nosek, Hawkins & Frazier, 2011

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    FAST EXPLICIT TECHNIQUES REQUIRE AN EXPLICIT

    JUDGMENT (INTENTIONAL & CONTROLLABLE) AND OFTEN

    MEASURE THE RESPONSE TIME (INDIRECT) MEETING ONLY ONE

    OUT THREE IMPLICIT CRITERIA

    Does Response Latency = Implicit?

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    An Example of True Implicit

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    Implicit emotional associations with brands

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    Implicit emotional associations with creative assets

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    Implicit emotional associations with creative assets

  • Does it really matter?

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    CONSCIOUS BRAND PREFERENCE

    (DERIVED FROM MAX DIFF)

    BRAND RESPONSE LATENCY (FAST EXPLICIT)

    r = .88

    Fast Explicit Brand Liking

    Con

    scio

    us P

    refe

    renc

    e

    for F

    eatu

    red

    Bran

    ds

    Implicit measures should be additive (different in a meaningful way)

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    CONSCIOUS BRAND PREFERENCE

    (DERIVED FROM MAX DIFF)

    SUBCONSCIOUS EMOTIONAL ASSOCIATIONS (TRUE IMPLICIT)

    Sentient Prime True Implicit Emotional Associations With Brands

    r = .46

    Con

    scio

    us P

    refe

    renc

    e

    for F

    eatu

    red

    Bran

    ds

    Implicit measures should be additive (different in a meaningful way)

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    37

    0.63

    0.430.35

    USA Today Admeter Fast ExplicitTrue Implicit

    Correlation with Behavioral Contagion (source: Digital SOV iSpotTV top 20 ads)

    VALIDATION OF SENTIENT PRIME TRUE IMPLICIT

  • Global, Mobile, True Implicit

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    Device, OS and Web Browser Agnostic = representative true implicit research

    technology.

    GLOBAL. MOBILE. TRUE IMPLICIT.

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    Powered bywhereis.sentientprime.com

    WITH OVER 100 MILLION SUBCONSCIOUS ASSOCIATIONS MEASURED ACROSS THE GLOBE IN THE LAST YEAR ALONE, SENTIENT PRIME HAS THE LARGEST DATABASE OF CONSUMER IMPLICIT ASSOCIATIONS IN

    THE WORLD

  • Automation

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    Scientifically valid true implicit tests ready in under five minutes

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    Automated design and analysis enables rapid test & learn

  • In the voice of the Creatives

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    45How are you now using Engagement Insights day to day?

  • Engagement Insights

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    Exploration

    Testing Examples

  • Engagement Insights

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    Attribute Selection

  • Engagement Insights

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    Case Study 1: PreVis vs Final imagery

  • Engagement Insights

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    Pre-vis - a strong indicator of attribute resonance

    PreVis Final image

  • Engagement Insights

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    PreVis - a strong indicator of attribute resonance

    PreVis

    Final

  • Engagement Insights

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    Pre-vis - a strong indicator of attribute resonance

    PreVis Attribute scores

  • Engagement Insights

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    SB Post production- amplify the engagement

    Final Attribute scores

  • Engagement Insights

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    Visual Saliency

    Heat map Fog map

    NSX PreVis

  • Engagement Insights

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    Visual Saliency

    NSX Overhead w/ flare

    Heat map Fog map

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    55Asics Example

  • Engagement Insights

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    Methodology

    Most widely used parameters:

    Car Colour Car Angle Choice of grade or trim level Style of Lighting Choice of location / studio Static or Action With or without Talent With or without visual effects

    We vary one parameter at a time to reduce noise in data

  • Engagement Insights

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    Case Study 2 - Test NSX02

  • Engagement Insights

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    Case Study 2 - Test NSX02

  • Engagement Insights

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    Test Images - NSX02

    NSX Front

  • Engagement Insights

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    Test Images - NSX02

    NSX Garage Look Left

  • Engagement Insights

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    Test Images - NSX02

    NSX Rear

  • Engagement Insights

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    Test Images - NSX02

    NSX Rear motion

  • Engagement Insights

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    NSX Front

    Visual Saliency

    Heat map Fog map

  • Engagement Insights

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    NSX Garage Look Left

    Visual Saliency

    Heat map Fog map

  • Engagement Insights

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    Test Images - NSX02

    NSX Rear

    Heat map Fog map

  • Engagement Insights

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    Test Images - NSX02

    NSX Rear motion

    Heat map Fog map

  • Engagement Insights

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    Test Images - NSX02

    NSX Rear motion

  • Engagement Insights

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    Change 1 visual axis - Motion

    NSX Rear static

  • Engagement Insights

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    Test Images - NSX02

    NSX Garage Look Left

  • Engagement Insights

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    Change 1 visual axis - Direction

    NSX Garage Look Right

  • Engagement Insights

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    Test Images - NSX02

    NSX Front

  • Engagement Insights

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    Change 1 visual axis - Vehicle

    HRV Front

  • Engagement Insights

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    Test Images - NSX02

    NSX Rear red

  • Engagement Insights

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    Change 1 visual axis - Colour

    NSX Rear blue

  • Engagement Insights

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    NSX Full Study

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    76What of the Future?

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    77Key Takeaways?

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