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What is Your Ad’s Takeaway?

Posted on December 11th, 2017

Advertisers are edging away from brash sales patter. Today even the pushiest sponsors might redden to recall the time when the basketball player Shaquille O’Neal, on signing for a reported $121mm, complained: “I am tired of hearing about money, money, money. I just want to play the game, drink Pepsi, wear Reebok”.

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Emotalizer: Nuclear Weapons

Posted on November 17th, 2017

“Do we want Donald Trump’s fingers on the red button?”


Which Emotions do Ad Viewers Experience?

Posted on September 29th, 2017

Marmite, Pot Noodle, and KFC. Either a terrible student dinner party or three of the UK’s most complained about adverts1.

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Emotalizer: Cheaters

Posted on July 10th, 2017

“Once a cheater, always a cheater?”


Emotalizer: Climate Change

Posted on June 19th, 2017

“How can we claim back Climate Change from the deniers?”


Chances Are: Shy Tory Effect

Posted on June 7th, 2017

“The Shy Tory effect is still at play, and will keep Theresa May in power”


Chances Are: Lenten Penance

Posted on April 13th, 2017

“Feeling guilty about your lack of self-discipline? You’re not alone”



How Much “Signal” is there in Your Brand Tracker? Part II

Posted on March 13th, 2017

In a recent post we asked how much replicable signal there is in a typical brand image tracker. We went on to report that such survey questions probably contain around 35% real opinion and 65% noise1. As such, the margin of error normally cited for a tracker rating, based on sampling error alone, is generally […]

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The Worth: The Ageing Process

Posted on March 1st, 2017

“Looking 40 when you’re 45 is great, but it won’t help you in the long run”


How Much “Signal” is there in Your Brand Tracker? Part I

Posted on February 15th, 2017

Opinion polls didn’t exactly have a great reputation in the first place. Then during the Scottish referendum, Brexit vote and Trump election, the polls got it exactly wrong.  For such knife edge votes, the polls were just too noisy to be useful.  And this is despite the comparatively high level of accuracy being reported by the […]

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When Should Ads Get Happy?

Posted on January 9th, 2017

A previous post discussed why it’s important to measure the core emotion of an advert and how this is characterised by its arousal and valence (the latter being the happy-sad dimension). But how do adverts generate this overall impact and what is the relationship between how people feel during an advert and what they later […]

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