With Evaluate we developed an approach which consists of EEG measurements, capturing four brain waves: attention and rational, emotional and instinctive reactions. We always combine these measurements with in-depth conversations. This approach allows great understanding of how people frame their impulses: this is where biology and psychology meet. 

In this way, it delivers more relevant insights than traditional qualitative ad tests, like interviews and focus groups. Here are four reasons why:

  1. You know whether the ad catches people’s attention right from the start. And you can make a difference between the start of a commercial that only briefly and shallowly surprises people, and a commercial that produces active attention throughout. 
  2. You know if the end of the commercial is likely to stick. If there’s a call to action, we can gauge its impact.
  3. You can identify scenes that really stick. Not just in terms of attention grabbing, but also in terms of emotional impact. Which is helpful because you’ll know what images to use in other media, as part of the same campaign. But also in a pretest this is very useful to support the ad directors while leaving their creative forces untouched.
  4. You can identify sequences that add no value – making the commercial shorter and more impactful. And, off course, cheaper…

In the new update of Evaluate, we are now also able to pinpoint live (during the brainwave measurement) parts of commercials that somehow trigger people, and dig deeper into it. We can do this for pre-testing – using narratives – or for finished commercials.

So instead of solely relying on the subjective appreciation of a sample of the target audience, you can now enrich this information with the objective measurement of how brains react. It can make your communication more effective, more efficient and in the end also less expensive. Isn’t it exactly that what we are all looking for?

Jan Bryssinck

Client service director WHY5Research


Questions? Comments? Feel free to contact Jan via mail or LinkedIn.

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