"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 on BBC's multi-award winning Science of Engagement thought-leadership study,1) we took a new in-depth approach to further understand what combination of emotions marketers should aim to trigger, in order to create effective content-led campaigns that will deliver positive impact on brand metrics. From our research, we've learned that there's really no such thing as a 'bad emotion' when it comes to crafting a piece of successful content-led campaign. Marketers shouldn't be deterred from incorporating heavy emotions such as sadness or fear in building their campaigns.