Starcom USA: EQ - Creating an emotional map of the media landscape

SUMMARY: A HUMAN VIEW OF THE MEDIA & CONTENT LANDSCAPE

EQ was born out of the desire to create a robust framework that delivers deep, human understanding to help us create more meaningful human experiences.

It's a tool that guides our planning and strategy development, uncovers category white space, and inspires fresh ways to activate the experiences we create for clients.

Rooted in the emotional reasons behind peoples' media choices, EQ is a powerful window to the consumer's world.

EMOTIONS SATURATE HUMAN DECISIONS

We all know intuitively that people consume different media properties and content for different reasons. The "human experience" of Newsweek is different than that of People, and CNN is different than The Office. And yet historically, the primary measures we have used to guide our media choices have been target coverage and CPM - measures that ignore emotion completely. We wanted a way to classify the underlying emotions that shape people's media and content choices in a rigorous way. Our ultimate goal was to use this understanding of emotional context to add a human layer to our planning and design to amplify and strengthen our client's messages and ideas by placing them in the best possible emotional context.