Millward Brown adds emotional responses to advertising research

by Sam Matthews, Brand Republic 25-Apr-05

LONDON – WPP Group-owned Millward Brown is enhancing its advertising pre-testing research to include emotional responses to advertising and how it impacts consumer buying behaviour.

The improved Link pre-test now includes questions to diagnose the different emotions ads evoke in consumers.

It enables advertisers to consider how and where to use emotion in an ad, as well as detailed analysis of the emotions generated.

Based on neurological and psychological research, the new diagnostics will help advertisers realise what makes consumers "tick" and how to make better use of money when promoting a brand to them.

Graham Page, global head of research and development at Millward Brown, said: "Creativity is at the heart of a good ad. Since consumers buy the brands they expect to make them feel good, the brand with the positive emotional associations wins."

Emotions in advertising research has also been used in the company's brand equity research, BrandDynamics and in its ATP brand and ad tracking tool.

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