How to measure emotional response to advertising

Dominic Twose

This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.

How to measure emotional response to advertising

Dominic TwoseKantar Millward Brown

Understanding emotional response is vital to understanding advertising success, but how best can emotional response be measured? Dominic Twose of Kantar Millward Brown sets out to clarify the confusion surrounding this topic and describes key learnings from the use of facial coding to assess ad responses.

Much has been written in recent years about emotional responses to advertising, with much of the discussion being centred on System 1 and System 2 modes of thinking. It is generally understood that System 1 operates automatically and quickly, with little or...

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