Powerfully passive: Pre-testing TV programmes with biometric measurements
Alice He, Qun Ge and Ashok SethiGFK Custom Research and Jiangsu Broadcasting Corporation
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Introduction: Evolving passive biometric measurements to test stimuli
Emotions are of increasing concern when testing marketing stimuli
Emotions are tightly linked to memory. Positive emotional experiences and encounters are etched more easily in the consumer memory, leading to a higher likelihood of preference and purchase of the brands.
Traditionally television held a kind of monopoly for brands wanting to engage the consumers emotionally. Brands had few other alternatives –...