measure the emotional impact of advertising

Subtext® is the only ad test that reveals how emotion changes the minds of consumers towards a brand.
Advanced Subconscious Research Methods

SUBTEXT AUTOMATES BEHAVIORAL SCIENCE BY COMBINING THESE CRITICAL SUCCESS METRICS

Eye Tracking

Measure interest level generated.

Online eye tracking with visual saliency analysis reveals the average percent of valid fixations during time-course of content exposure expressed as a percentile rank against normative benchmarks.

Facial Coding

Measure the degree of emotional response.

Online facial coding technology indirectly measures the strength & valence averaging the degree of emotion expressed as a percentile rank vs. normative benchmarks.

Memory

Measure impact of brand recall & perceptions.

Sentient Prime® implicit platform measures speed & accuracy of brand recall as well as implicit perceptions revealing depth of memory encoding expressed as a percentile rank against normative benchmarks.

Desirability

Measure impact of near-term demand.

Choice tests measure the percent difference in brand preference due to ad exposure calculated by equally weighting lift in near-term & long-term measures expressed as a percentile rank against normative benchmarks.

The Subtext research presentation compares & contrasts observations, synthesizes results, highlights key insights & provides recommendations for application.
Executive Insights Summary
Research Directors diagnose the pro’s and con’s of the ad.
Subtext Scorecard
Compares and ranks your ad against normative database.
Emotional Memory AnalysisTM
Uncovers if the ad is memorable to different targets.
Proportion of EmotionTM
Discover what emotions are being invoked in the advertisement.
Desirability Assessment
Reveal whether the ad increases desirability towards the brand.
Includes Data Tables
Providing all implicit and explicit measures captured.
Subtext includes both predictive success metrics as well as frame-by-frame opportunities to optimize content.
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Moment by moment Attention score & heatmap
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Overall Affect of an ad measures positive valence
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Reveal strength of Memory and the effects of ad exposure
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Predict the Desirability of an Ad
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Emotional Memory Analysis reveals valence of postive and negative outcome groups
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Advanced Subtext visualizations reveals deeper insights

SUBTEXT WORKS ACROSS ALL CONTENT TYPES & PLATFORMS

Based on fundamentals of human behavior, Subtext metrics are media agnostic, and can assess many different types of communications channels.


TV ADS

ONLINE ADS

MOBILE ADS

SOCIAL ADS

IN-STORE ADS

OUTDOOR ADS

PRINT ADS

ANIMATICS

STORYBOARDS

Success Depends on Emotional Engagement and Influence

Sentient uses Subtext to reveal moment by moment attention and emotion using scaled eye-tracking and facial coding technologies. We uncovered a winning combination of emotional engagement and influence contained in this successfull movie trailer story.

Validate Production Costs with Subconscious Measures

Sentient Decision Science worked with Hershey’s to validate production costs for new ad campaigns. A combination of emotional measurements made it easier to make strategic decisions on which campaigns were most effective.

Contact Sentient

For more information about Sentient Decision Science and our groundbreaking research please contact us.