Measuring Inclusivity in Advertising at IIEX Forward 2020

By Jeremy Clough
June 18, 2020

Dr. Reid explains how to combine business and social KPIs into insights that matter in this Masterclass “Avoid the Damage of Advertising Missteps in This Moment.” at IIEX FORWARD 2020.

Researchers today can’t simply ask questions and count on the answers to predict behavior or be culturally sensitive. Insight divisions need more accurate measures of business and social impact. And we need them even faster than before to avoid disastrous mistakes.

Automated behavioral science can provide the critical consumer emotion and cultural sensitivity metrics needed for success in today’s market. By uncovering the subtext of your ads you can communicate the messages that have the greatest business and social impact.

This masterclass provides insight into how the emotional experience of your marketing is related to change in implicit perceptions of your brand. Dr. Reid analyzes P&G’s “The Look” and Facebook’s “Born in Quarantine” which produced amazing insights into how these advertisements improve inclusivity after exposure.

Watch this IIEX FORWARD Masterclass and learn how to diagnose problems and avoid costly marketing mistakes.

  • Share Insight
Jeremy Clough


Vice President, Product & Marketing Strategy

Which Brand Won Big With Emotion at the Oscars?

Which Brand Won Big With Emotion at the Oscars?

One of the Advertising Industry’s biggest nights is behind us and by using our 24 hour ad testing tool, we are able to provide insight to CMO's on why some brand ads played better than others in the 2021 Oscars and how they can learn from the...

Empathy Versus Sympathy for the Aging Experience

Empathy Versus Sympathy for the Aging Experience

Using Emotional Intelligence to Improve the Well-being of Aging AdultsGlobally, adults 60+ are the group most affected by COVID-19, not only in terms of the number of infections, but also in terms of disruptions to daily routines, the care and support...

Which Brands Will Win Big on Oscar Night?

Which Brands Will Win Big on Oscar Night?

The current spend for a 30 second ad at the Oscars is 2 million dollars. Can these brands break through the glitz and glam to capture consumer emotion and create influence? Sentient is joining The CMO Club to present how science not opinions are...



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