NEWS15 June 2011

PHD tests out Neuro-Evaluation on McCain family campaign

Data analytics UK

UK— Media agency PHD has long applied brain science to communications planning, but it recently piloted a new approach to evaluation that uses implicit response testing (IRT) to understand the emotional impact of campaigns.

PHD worked with Global Radio to try out the Neuro-Evaluation approach on frozen food firm McCain’s recent ‘Family of the Month’ promotion, which ran on the Capital and Heart station networks.

The research sought to understand whether the communications were achieving their aim of making the McCain brand resonate with families.

Twelve different brand values were evaluated before and after the campaign using the IRT approach. The research took the form of an online survey that asked respondents to state whether they thought the brand reflected any or all of those attributes. Speed of response was analysed – faster responses indicated a strong, instinctive emotional connection whereas slower ones suggested weaker or post-rationalised connections.

The research, carried out with Cog Research and Hall & Partners, showed strong gains post-campaign for the ‘family-oriented’ attribute in particular. Overall, emotional connections showed “significant positive movement”, PHD said.

Head of research Clare de Burca (pictured) said: “We know through our Neuroplanning work that emotional response plays a key part in the decision-making process but is lost in brand tracking. Neuro-Evaluation… provides a completely new level of insight into how people really feel about brands and how media campaigns work.”