And even so, research metrics in this area are almost totally rational. Not that rational and objective metrics are not important; of course they are…but they are no longer sufficient.
Taking that into account, our solutions for both brands and communication use not only the widely known attitudinal metrics but also methods and measurements based on individuals’ “automatic”decision-making system: System 1.
What we measure:
In scenarios such as these, decisions are increasingly made by our brain’s System 1, the one responsible for involuntary actions.
Thus, mapping whether your brand is doing better than the competition’s at this decision-making point is crucial to ensuring your competitive edge.
Brand Essence is a neuroscience-based tool grounded on the concept that the faster the association of your brand with important aspects of your positioning, the more secure your competitive standing. In this way we are able to actually identify which are thedifferentiating attributes ofyour brand and those of the competition.
TheHeart methodology does take into account traditional metrics for communication efficacy, but it has as its main component the EMOTIONS elicited by the communication.
To measure them, we use the advanced technique called Facial Recognition, in which involuntary emotions (joy, surprise, enchantment, sadness, and aversion, among others) are mapped while the consumer is being impacted by the advertising. All this is done easily and practically.
REDS has extensive expertise in this area, including hundreds of pieces of communication already evaluated in a wide range of market segments.
