Usually, people remember what impresses them. Therefore, modern ads increasingly appeal to people's feelings and qualities. Such ad campaigns as "We believe: The best men can be" from Gillette, "Find Your Greatness" from Nike and "Giving" from Guinness, which each show the power of being kind without expecting anything in return, are the best proof of that.

According to YouTube statistics, the impact of provocative commercials is huge. Gillette's "We Believe" campaign has more than 30 million views; Nike's "Dream Crazier" has more than 10 million. At the same time, the ad impact is often not obvious and difficult to measure if it comes to the influence on consumers' minds. What you see as an advertiser is not what the audience really gets. If it were that simple, the research industry would not have existed.

How can we evaluate the effects of provocative advertising? Surveys are not the best way of finding reliable insights because of a mess of feelings inside that people often cannot interpret properly. We have added the power of non-conscious tools to our research, in order to understand where the assumptions do not correspond to reality.