Will You Still Love Me Tomorrow?

Emotional ads – we love ‘em. The ponies, the babies, the wheelchair basketballers, the epic soundtracks and hilarious gags. If you’ve read anything by BrainJuicer, you’re probably aware that we are proud believers in ads that make you feel something.

tymom

Thank You, Mom (P&G): An emotional ad. A great campaign.

But there’s a problem. A single 5-Star famous ad can change a company’s fortunes. But a single ad rarely performs to its potential with no help. As channels of communication proliferate, and our understanding of how people use them grows, focus is shifting from ads to campaigns: just this month, WARC launched its WARC 100 list to celebrate effective campaigns across every channel.

Emotion still works. But making emotion last over the length of a campaign is a different job from making an emotional ad. Give a good ad the right back-up – continued broadcast, online seeding, multi-channel execution, interactive and in-store executions, packaging tie-ins and other approaches – and it can end up making more money than a great ad which never got the sustained support it deserved.

(That’s one reason we shout so much about 5-Star ads – anyone can find average ads that you can spend into being quite good. We’re all about trying to find the ideas that really demand that investment – the ones that make you famous.)

Next Tuesday, Gabriel Aleixo from our Sao Paolo office will be presenting a webinar on how BrainJuicer approaches campaign tracking, drawing on some successful work in Brazil over the last few years.

As you’d expect, emotion is at the heart. How brands make you feel over the course of a campaign is central to our approach – and we use a range of measures to get at that. But because this is a campaign, we have to be able to measure it at every touchpoint – and that’s where mobile devices come in, particularly the mobile ethnography expertise we’ve developed in our Juice Generation qualitative team.

If you want to know more about BrainJuicer’s methods and results, do please sign up for the Webinar on System 1 Brand Tracking. We’d love to have you listening in.

6 Fascinating Ideas From The Connected World Conference

Last Friday the MRS held its first Connected World conference – a social media research event with a difference. Though the attendees were social media researchers and clients, the speakers were almost entirely drawn from outside the research business. In fact, BrainJuicer were one of only two research agencies represented – the other were social specialists FACE – on a panel about how to “cut through the noise” in social media research.

schneider

But for the most part, research took a welcome back seat, quit its yapping about disruption and transformation, and listened for once. Marketers, psychologists, fandom experts, designers and comedians took the stage for a conference centering on inspiration and shared knowledge, not just trotting out the latest case study.

With that in mind, here’s my pick for the six most interesting things I learned at Connected World. Continue reading

7-1: Eight Behaviour Change Points From THAT World Cup Semi-Final

Have you been enjoying the World Cup? We have. And last night’s remarkable Brazil v Germany semi-final got us thinking. What do psychology and behavioural science tell us about the result, the pundits, the fans and the players after a shock event like that? So here are seven behavioural points about the Germany-Brazil game… and one “consolation goal” as a bonus! Continue reading

Land Of The Giants

Are World Cup ads just getting too long?

It’s the biggest TV event in the world. So it was always going to attract the biggest ads. The beginning of June saw a flurry of World Cup commercials, but two of the biggest launches online were from Beats By Dre and Nike. What they have in common – the event aside – is length. Both of these commercials clock in at more than five minutes.

wayne

No surprise Wayne looks exhausted.

Which raises a few questions. At a time when so much focus is on shorter ads – 30 second executions, 15 second YouTube prerolls, and even 6-second Vine trailers – what do brands gain by going long? How do you keep a five-minute ad exciting and emotional? And are these commercials any good? Continue reading

Reclaiming Research’s Radicalism

Martin Weigel – Head of Planning at Wieden + Kennedy Amsterdam – is one of the most prominent and interesting voices on the planner blogosphere. Last month he posted the text of a talk he’d given in Sweden, on Reclaiming Planning’s Radicalism. We absolutely loved it. Weigel’s suggestions for what a ‘radical planner’ should be like in 2014 ought to resonate throughout the communications industry – not just in the ‘plannersphere’, but through marketing and certainly research.

There’s no substitute for reading Weigel’s original post – go and do that, then come back for our thoughts on how researchers do or don’t live up to his four requirements for radical planning.

zombie ideas

 

 

 

Beware the “zombie ideas” (see point 1)

Let’s pay Weigel’s ideas the compliment of borrowing them and just switch out the word “planning” for the word “research” in his basic principles. What do we get?

Continue reading

Meet the most successful research app of 2014

We live in an era where new research start-ups and apps are appearing on a near-daily basis. Frankly, it’s brilliant. It’s a great time to be a researcher or marketer.

But in 2014, one research app has left the others in the dust. It’s got nothing to do with MROCs, or facial coding, or in-the-moment research. It’s not by BrainJuicer, or Google Surveys, or Vision Critical, or any of the other industry innovators. To be honest, it’s not actually used by researchers at all. But it’s stupendously popular and teaches a very simple lesson about how to ask questions.

What is it? Continue reading

Chicken Wings, Context And Emotion

Today’s post was written by Rich Shaw, from our Juice Generation team. It was originally published on his blog.

wings

I’m sitting at my desk writing this on a Friday morning, but I’m already thinking about Friday night. Why? Sometimes we eat chicken wings on Friday. Much like with beer, coffee, wine and cigarettes, my first experience with chicken wings wasn’t gratifying; I can still feel my face grimacing from their spicy, vinegary taste. But since then, I’ve learned to love chicken wings like I love all my vices. For me, chicken wings have to be eaten in a certain type of place on a certain type of Friday. It has to be early, around 7 pm, in a dive bar with the lowest of lights. It has to be after a busy week, just before a busy weekend. The chicken wings should be piled high, and the napkins should be thin and plentiful. Fortunately, I’m not alone in feeling a particular way about food and place.

A recent study looking at people’s emotional responses to food in different consumption contexts highlighted how, where and when we eat affects how we feel about eating. When and where we eat food automatically evokes a mood and feelings about the appropriateness of what we’re about to consume. These feelings then directly affect how we interpret our enjoyment of the food. Continue reading