Horse And Carriage, Moonlight And Roses, Sun And Surf?

Using projective techniques in a computer/web assisted interview to tap into the emotional effect of advertising

Neil Sharman
New International Newspapers, Inc.
John Pawle and Peter Cooper
QualiQuant International Ltd.


For many years advertising agency planners have made the point that advertising measurement is too mechanistic and does not provide enough qualitative feel. Kevin Roberts, CEO of Saatchi & Saatchi, said in his keynote speech to the ESOMAR Congress in Barcelona,[1] 'count the beats of your heart not the fingers of your hand Current efforts to measure emotion just don't cut it. They take the frameworks created for the rational mind and try to apply them to the deep mysteries of emotion. No wonder it's tough to isolate effects. No wonder it's tough to interpret results.'