Testing creative with a bespoke copy diagnostic system

The brief

Commissioned by IAG to build a bespoke copy diagnostic system for the purpose of addressing low recognition scores for one of their campaigns. This work helped us to establish the concept of ‘Effective Attention’ where attention spikes (driven by emotive content) that are amplified by branding have the most direct relationship with a sale.

The work

The system delivered outputs against 5 elements. Elements 1 through 4 have a proven empirical relationship with sales.

  1. Attention – Second by second attention score across the full duration of the ad. Incorporating active attention (where eyes were on screen), active avoidance (where eyes were off screen) and passive attention. Score reflects average attention per second. Fully automated.
  2. Emotions – Detects users’ real-time emotional reactions to test/control stimuli categorised by a theoretically established, and highly validated, Arousal/Valance Grid coupled with an inter-coder agreement approach. Self-reported individual level emotions by time segment, aggregated up to Arousal/Valence group.
  3. Brand quality – An objective measure of brand quality in content including brand prominence, brand frequency, branding duration and entry timing using annotation software. Brand quality is the most underrated variable of content success and has a long-standing relationship with sales. Semi-automated.
  4. Likability – An average derived from a 5-point scale. 1 being ‘I disliked it very much’, 5 being ‘I liked it very much’.
  5. Qualitative – Questions asked of the viewer at the end of the viewing session.
  6. Brand Choice (Dependent Variable acting as a control while in Beta) – Based on discrete choice methodology, the respondent makes choices from a virtual store directly after the view*.

*Brand choice was not part of the brief for this client, however, it is now included in similar projects to anchor sales to attention.