Build, measure, learn: How the BBC deciphered emotions to make stories work in content marketing

Patrick Fagan and Sally Wu

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Introduction

"Consumers don't think how they feel. They don't say what they think and they don't do what they say." - David Ogilvy

It's said that 95% of all purchasing decisions are not made consciously. In other words, brands that evoke our emotions always win. BBC's Science of Engagement (SoE) research will reveal that to marketers there's actually no such thing as a bad emotion. SoE combines online survey with neuroscience techniques: Facial Coding and Implicit Response Testing, to reveal how consumers implicitly and explicitly engage with content marketing formats and the impact it has on the brands.

Building...

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