Dr. Reid demonstrates the need for measuring both business and social KPI’s to be successful in todays environment.
Author: Jeremy Clough
Responding in today’s environment requires the ability to fully understand how people are feeling. Brands can’t advertise in the same way they once did and expect the same impact. Further, traditional ad-testing is broken and is now obviously not up for this moment. Simply asking for opinions of how people feel about your ads won’t give you true insight into how your ads make people feel, let alone give you true insight into how ads make people feel about your brand.
Examining decision-making behavior during a crisis might seem like a bad idea right now for brands & researchers. Sentient takes a look at the reasons why you should.
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For Valentine’s Day, the team at Sentient was curious. What United States brands would score the highest for emotional appeal? To do this we look to behavioral science to help us measure the irrational connections we have towards brands.