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

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 emoti

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