What We Do
Emotion comes before thoughts,
feelings or actions
research shows that when individuals are exposed to any stimulus they
unconsciously experience emotions first, followed by an array of
thoughts, feelings and actions - all which are influenced by our
initial, subconscious emotions.
these initial emotions are processed below the conscious level,
traditional advertising research, which relies on conscious self
report, is unable to effectively measure them.
measures and quantifies an audience's initial unconscious emotions and
displays them in easy to interpret "Engagement
Maps" - moment by moment analysis of the audiences'
emotional response to the media stimuli.
state-of-the art technology and proprietary analysis methodologies, the
audience's emotional reactions (engagement) to any media format or
length are measured objectively.
precise, objective measurement of emotional engagement provides an
unbiased look at consumers' true emotional responses, so that more
creative and cost-effective marketing decisions can be made.
How We Do It
Innerscope Biometric Monitoring
Innerscope's Biometric Monitoring System™ delivers reliable and quantifiable emotional response measurement from a noninvasive, wireless, portable belt. Emotions are a complex combination of neurobiological responses generated in the brain and experienced in the body through the autonomic nervous system (ANS). We measure ANS responses, which form the building blocks of emotional experience, through four channels of biometric data: heart rate, skin conductance, respiration, and motion. Eye tracking, a measure of visual attention, is added for deeper diagnostic detail.
Innerscope's proprietary technology platform and patent-pending algorithms generate measurements of emotional engagement. We quantify these findings into actionable insights, so that marketing and media professionals can create value through an understanding of the non-conscious emotional impact of advertising communications.
Innerscope's Proprietary Analysis
Innerscope defines engagement as: attention to
something that emotionally moves you. Using
hardware, software and algorithms, Innerscope measures, tracks and
displays moment-by-moment engagement on an easily understood graph
(Engagement Map) so the ebb and flow of audience engagement over any
time period may be viewed and studied.
research methods (such as self report) only provide part of the
information required to fully understand audiences' reactions. Those
earlier methods can tell you what the audience generally liked and did
not like, but can't explain why.
provides the WHY behind the what. By capturing moment-by-moment
engagement analysis, the peaks and drops in engagement pinpoint
specific areas that did or did not work.
following example is of a commercial from a successful Heineken
campaign. It was chosen as part of a study commissioned by the
Advertising Research Foundation. Innerscope tested thirty healthy beer
drinking males ages 25-35. This 30 second commercial was viewed twice,
embedded in a 30 minute network comedy targeting the same
commercial, "Heineken Weasel", has a
joke that is integral to the story. Note, there is an initial increase
when a young woman smiles, with a steep rise at the peak of the joke,
when the "Weasel" swaps the generic
beer for the Heineken. However, following the peak of the joke,
engagement levels fall off significantly so that by the end, the
important branding moment is at a lower level than where it
eye tracking results clearly show that although the Heineken bottle is
front in center during the peak of engagement, the audience was
actually looking at the generic beer bottle. Post-viewing interviews
supported these results, as most people revealed they were actually
looking at the generic beer to see if they could identify it. Further
confirmation that the audience was not actually looking at the brand,
this ad had low brand recall in post-test self-report.