Our Approach

What We Do

Emotion comes before thoughts, feelings or actions

Neuroscience 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.

Because these initial emotions are processed below the conscious level, traditional advertising research, which relies on conscious self report, is unable to effectively measure them.


Innerscope's Solution

Innerscope 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.

Using state-of-the art technology and proprietary analysis methodologies, the audience's emotional reactions (engagement) to any media format or length are measured objectively.

Innerscope's 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 System™

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 proprietary 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.

Traditional 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.

Innerscope 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.


Engagement

The 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 audience.


Engagement Map

This 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 started.

Eye Tracking

Innerscope's 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.