a new copy testing research tool for measuring advertising effectiveness. A fresh approach to advertising research and communications testing by MM-Eye

1. the way ad
testing
should be
1

2. the way ad
testing
should be
2

3. Time is of the essence..
3

4. …and so are meaningful answers
4

5. 5

6. Why ADscape?
Emotional
Analysis
6
Reveals
More
What
people
really
notice
3D
Analysis
Quick
Cheap
Simple
and
Delicious

7. Emotional
Analysis
7
Reveals
More
What
people
really
notice
3D
Analysis
Quick
Cheap
Simple
and
Delicious

8. APPENDIX
8

9. What is streaming?
Streaming is a method where someone simply “unloads” their thoughts regarding a company, an advert etc.
They are the ones who choose exactly what they want to talk about – and in this way they are telling us, in an
unprompted, spontaneous way, what is more important to them. Streams could simply be described as
“verbatims on steroids”
the approach
the response
the output
the difference
Traditional approach
What is it you like about the iPhone?
What is it you don’t like about the iPhone?
Black and white thinking
Like: its so easy to use and has so
many applications. It changed my
life. Dislike: the price. Also battery
life
Like
Forced, artificial answers
Dislike
Little cultural, social, other context
No emotional insight
MM-Eye streaming
Please tell me anything and everything
that comes to your mind when you
think “iPhone”. Write in everything
that comes into your head in any order
you like
9
Apple, great company. I just trust them.
They were the first ones to come up with
the iPhone. Steve jobs. I bought it
because I heard from friends how the
Facebook and other apps changed their
life. I love my iPhone, there is just so
much I can do with it and I still discover
stuff. And since I bought one it has turned
me towards other apple products, I
bought my first mac computer. I just wish
their products were cheaper
cross-product
appeal
influence of brand on
product perceptions
Trust
Celebrity
CEO
status
peer
influence
$
£
price / value
trade-off
Spontaneous and honest
Both rational and emotional
brand
loyalty
Apple is an
innovator

Product
features
Culturally, socially sensitive
Deeply personal

10. Why choose streaming?
We believe that asking people questions is not the best way to do research – the minute you ask someone a
specific question you have already influenced their answer by forcing them to “think consciously” within the
context of that question.
So we set out more than 10 years ago in pursuit of our own “holy grail”: to read minds – and unlike similar
approaches like Ethnography, being able to actually quantify this into robust metrics.
10

11. ADscape in a nutshell
Temperature
Measurements
1
Communication
objectives
10-minute online survey ~100
respondents
Briefing with the MM-Eye team.
What is the intention of the
advert/multimedia? What are the
wider campaign objectives?
3
3 minute online “stream of thoughts” response to
the advert/multimedia. Top-of-mind associations :
social, emotional, cultural, linguistic semiotics that
look into the audience’s “baggage” and form the
“context” of the advert that helps us put it all in
perspective
11
2
Advert appeal
Advert impact on brand
Advert impact on product
Product/Brand Attribution
Main Recall
Emotional association

12. Outputs and Diagnosis
12

13. Integration of insights
Metrics
Advert appeal
Impact on Product /
Brand
Emotional association
and impact on ad
appeal
Product/Brand
Attribution
Main Recall
13
How many points out of 10 do
people give this advert?
Do people think more favourably
of the product/brand after
seeing the advert? How did the
various demographics react?
What were the positive or
negative emotional connections
people made with the advert?
Are people spontaneously
mentioning the brand or
product?
What are the main pieces of
conversation?
Though useful, a score out of 10 is just a number. What we really
want to know is what the actual issues are, and whether they are
serious (e.g. offensive). We “zone” into those giving very high and
low scores to understand the strengths and weaknesses of the ad
Advertising impact is difficult to measure based on predictive
questioning. We step out of the 5-point scale thinking “box” and
try to understand why e.g. males liked an “aggressive” car design
Asking people to select their emotions from a list is only the
beginning. We break things down further – for example if
respondents were “irritated”, then does this mean they were
annoyed? Insulted? Patronised? Distracted? Did a specific
character, scene, or tagline trigger this?
Is the brand and product mentioned in a positive or negative light?
Is the product resting on the brand or is it that the product’s
unique service proposition is “lifting” the brand instead? Which
messages/scenes best deliver this?
Often there is only one thing that people remember about each
advert e.g. a cat, a celebrity, a joke. We look at the cultural,
linguistic, psychological significance of this based on what people
are saying.

14. Our take on advert analysis
ADscape takes a “wholistic” approach to
looking at qualitative data. For example,
rather than trying to answer why someone
is feeling sad or happy, we pay attention to
the specific context in which that emotion
was generated. We do this by a process of
“immersion”: bringing each respondent’s
“story” to life through their streamed
verbatim so that we can understand “where
they’re coming from”
ADscape analysis brings together a number of
disciplines:
Semiotics discourse: what is the significance of a
certain word, image or colour within a certain
audience or setting?
Social science: adverts always evoke thoughts
about social standing – a key motivator in brand
appeal. What demographic is the advert
targeting and what is the response?
Cultural anthropology: how is the ad viewed
through an audience’s beliefs, morals, and
cultural, political, linguistic or national heritage?
Psychology: is the advert “working” positively or
negatively with peoples’ “emotional baggage”?
Is this drawing one of a rocket, a
carrot or a fish? Much of our
reaction depends on the context as
well as the specific emotional
“state” we are in at a given time
14
Entertainment industry : does the advert tick all
the boxes that make it “eye-catching”? The
characters, setting, scenario, visuals, music
Marketing: how does the brand, product and
messaging work together in the advert?
ADscape analysis combines qualitative
and quantitative insights, looking at
them through the advert’s specific
objectives.
This is the basis for our Triangulated
Approach

15. Get in Touch
Alison Phillips
Alison.Phillips @mm-eye.com
George Tsakraklides
George.Tsakraklides@mm-eye.com
MM-Eye Limited
63 Barnsbury Street
London N1 1EJ
T +44 (0)20 7700 6363
15