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Translating Emotion Science into Digital Experiences

October 23, 2017

Gartner’s Magic Quadrant

evaluated Isobar as a market

leader of global digital marketing

agencies 2015, 16, 17 with the

strongest score for Completeness

of Vision.

Leader in The Forrester Wave: Digital

Experience Service Providers, Q4

2015 with the highest score of

all vendors for our current offering.

RECENT RECOGNITION

400+ Awards

19 Agency of

the Year titles

currently held

Digital Network

of the Year

2011, 12, 14, 15, 16

Campaign Asia

ACCOLADES

KEY CLIENTS

StrategyWe develop strategies to

transform businesses

CampaignsWe create, measure and optimize

digitally-focused campaigns

ExperiencesWe design experiences that are

both easy to use and a joy to use

PlatformsWe design and build flexible

and scalable technology solutions

ProductsWe invent digital products that

generate new revenue streams

6,000 employees in over 85 offices around the globe.

F U L L - S E R V I C E G L O B A L D I G I T A L M A R K E T I N G A G E N C Y

We conceive, design and build experiences for the world’s largest organizations.

INNOVATION

Innovation partnership with

MIT MEDIA LAB

Accelerators in North/South

America, Europe and Asia

Full-service digital agency and part of the

50+ CONSULTANTS, M ARKETING RESEARCH EXPERTS, PSYCHOLOGISTS AND D ATA SCIENT ISTS - NEW YORK, NY | BOSTON, M A | WESTPORT, CT | LEX INGTON, M A | CHICAGO, IL

We are Isobar Marketing Intelligence — product of the merger of

Copernicus Marketing & Forbes Consulting & Isobar Strategy; we are

recognized for our segmentation and emotional testing approaches; we

operate as a full-service marketing consulting and research firm.

Authors of seven books on marketing,

including The Science of Why,

Decoding Human Motivation and

Transforming Marketing Strategy

An industry leader in emotional testing

approaches, offering several proprietary

products – including MindSight® – for

rapid and easily deployed testing

You can find us at most key industry

events including Advertising Week,

TMRE, Marketers Brand Summit, Path

to Purchase and more

INDUSTRY LEADERSHIP CORE COMPETENCIES KEY CLIENTS

Segmentation and

TargetingBrand and Positioning

Journey MappingCommunications

Development

Product and Pricing

StrategyWhite Space Exploration

Emotions are critical to effective marketing

Every decision made is based on rational and emotional drivers.

The most successful products in the marketplace have rational and emotional appeal.

thoughts“This makes sense”

“I think I’ll try it”

feelings“This feels exciting”

“I want to try it”

Barriers to emotional insightAsking consumers to talk about their emotions just won’t get the job done. Two major barriers to insight create a need to “get deeper” than respondent self reports.

When respondents are unwilling to talk about their feelings

When respondents are unable to articulate or don’t know how they feel

WON’T SAY CAN’T SAY

NEUROLOGICAL

3 Types Of Emotional Techniques

BIOMETRICS INDIRECT MEASURES

Four Types Of Dependent Variables

VALENCE MEANING

ATTENTION AROUSAL

Eye

Tracking

Facial

Coding or

EMG

Heart

Rate

EEG

Galvanic

Skin

Response

Isobar’s Emotion Toolkit

These should be measured with multiple indicators to ensure validity and reliability.

Emotional

Arousal

Emotional

Valence

VALENCE

MEANING

ATTENTIONAROUSAL

A Unique Partnership

Isobar Marketing Intelligence

VALENCE

MEASURING MULTI-MODAL EMOTIONAL EXPERIENCES

EEG

HR

Facial EMG

AROUSAL

MEANINGATTENTION

Eye Tracking

GSR

PATTERN MATCHING OF EMOTIONAL STATE

EEG

f-EMG Zyg.

GSR

f-EMG Cor.

Peak detect

1. Increase new enrollments

2. Increase engagement

3. Increase advocacy

1.What motivates seniors to exercise?

2.Which segments to target?

3.How to reach the target at digital touchpoints?

4.How to produce powerful creative?

5.How to engage digital platforms?

1. What motivates seniors to exercise?

• A unique technology for understanding unconscious emotions

• Isobar’s MindSight® technique represents a substantial advance in emotional measurement

1

7

patented access to the emotional brain

very practical to administer

extremelyactionableresults

The images are curated to

measure nine motivations

The MindSight® Motivational Model

1 See D Forbes, “Toward a Unified Model of Human Motivation, Review of General Psychology” June 2011.

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The Emotional Discovery Window

MindSight® takes advantage of “rapid response” image selection and creates direct access to emotional experience, before editing by rational thought

THE EMOTIONAL DISCOVERY WINDOW

“The earliest stage of emotional reactions takes place [at] about five hundred milliseconds… [this] …sits

between the couple of hundred milliseconds we require to be conscious of a pattern and the seven or eight

hundred milliseconds we need to process a concept.” - Antonio Damasio, Self Comes to Mind, 2010

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MindSight® in Action

Respondents engage with

the MindSight® exercise as

a “sentence completion”

task

“The thing I like most about exercising is that it makes me feel____"

Touch to Select Image

Psychological priming sentence

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Assessment on Specific Dimensions

SECURITY IDENTITY MASTERY EMPOWER-

MENT

ENGAGE-

MENT

ACHIEVEME

NT

BELONG-

ING

NURTUR-

ANCE

ESTEEM

We assess exactly which images were “tapped” most frequently.

And the answer is….

Empowerment

91 98

128

200

95

148

106

57

126

119 115 113150

114 119 127

91 89

Aspiration

Fulfillment

Frustration

Relief

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EMPOWERMENT

“The thing I like about exercising is that it makes me feel___”Details on Specific Dimensions

IDENTITY ENGAGEMENT NURTURANCE

ESTEEM

BELONGINGEMPOWERMENTSECURITY

MASTERY ACHIEVEMENT

Strong

Powerful

Ready to go

Fearless

Free

Liberated

Courageous

Brave

For the dominant motivations we see the specific images and words that were selected most frequently.

Empowerment means feeling capable and

competent in the face of challenge.

The desire to gain the basic sense that

they can successfully take action toward a

result they desire.

“You can do it” is the mantra.

Empowerment

When empowerment is the goal, our eyes are set on the future

and we’ll take new action to get there.

Empowerment

2. Which segments to target?

Three key segments.All motivated by EMPOWERMENT, but each with it’s own additional need

Empowered younger women

enthusiastically committed to

fitness classes within an

exercise community

Older, healthy, and slightly more male,

exercisers for whom exercise is

personal, not communal. Focused on

maintaining independence.

Aware that they need to exercise,

but undisciplined. Aspiring but in

need of help. Isolated and self

conscious about exercise.

Social Exercise Enthusiasts Solo Maintainers Insecure Help Seekers

+ BELONGING + MASTERY + SECURITY

3. How to reach the target at digital touchpoints?

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Activation

Tools and algorithms for actually finding target segments in the real-world for communications planning.

• Build segments directly in MRI or other media surveys

• Find target segments with digital, programmatic and addressable media

And of course we develop typing algorithms to find segments in future research.

• We embed questions from MRI (or Simmons)

directly into our questionnaire

• We append data from 3rd party marketing data

sources, enabling digital targeting strategies

• When develop algorithms to classify Facebook

members into segments.

Property of Isobar. Privileged & Confidential. 27

Identify Organize Activate Optimize

Integrated Data Model

1st Party (CRM, Site

Analytics, POS,

Loyalty, etc.)

2nd Party (Partners,

Exchanges, etc.)

3rd Party (Experian,

payment processer, etc.)

Search

Display

Email

.COM

Data

Management

Platform (DMP)Optimization

Cycle

DesignDevelop

IdentifyIterate

Analyze Plan

4. How to produce powerful creative?

Campaign 1 Grow Young Together

Campaign 2 Live Life Well

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On typical rational measures the two campaigns were identical

GROW YOUNG TOGETHER

(A)

"LIVE LIFE WELL“

(B)How likely are you to use

SilverSneakers more/ start

using/ go to the SilverSneakers

website to get more information

about enrolling in the program?

(T2B)

Overall, how much do you like

this campaign? (T2B)

What is your overall

impression of SilverSneakers?

(T2B)

How believable are the

campaign's claims about

SilverSneakers? (T2B)

How relevant is the campaign to

your needs? (T2B)

How much of an advantage

does this program provide

compared to similar offers in the

market? (T2B)

51%

69%

80%

81%

50%

57%

55%

72%

82%

84%

56%

59%

Very little

difference

on a

rational

basis

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iMotions software

Campaign ads

+

Shimmer3 GSR

+

Tobii X2-30 Eye

Tracker

+

Webcam for Affdex

Facial Coding

+

Biometric analysis of two Silver Sneakers campaigns

+ABM EEG

Campaign 1 Grow Young Together

Campaign 2 Live Life Well

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Campaigns Elicit Different Emotional Responses

AROUSAL: GSR PEAKS PER MINUTE

GROW YOUNG

TOGETHERLIVE LIFE WELL

VALENCE: EEG ASYMMETRY

GROW YOUNG

TOGETHERLIVE LIFE WELL

?

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Campaign Motivational Profile

• Live Life Well outperforms on multiple motivations, especially the key motive of Empowerment

• Grow Young Together pops on Belonging motivation

THE SELF THE MATERIAL WORLD THE SOCIAL WORLD

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IDE

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EN

GA

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ME

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103119

93115

85113

99121

92114

95119

95 9874

9160

89

68

91

82

98

90

128 162

200

76

95116

148

124 106

48

5789

126

MOTIVATIONAL DOMAINS

Based on this campaign, I’m excited about using the SilverSneakers program because it might make me feel a little more…

Based on this campaign, I’m hesitant about using the SilverSneakers program because it might leave me feeling a little…

Source: MindSight. Q23, Q24. Among those assigned to GYT & LWW

*Indices based on Isobar concept norms.

GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW GYT LWW

Live Life Well

The Winner!

5. How to engage digital platforms?

ALL TARGETS: EMPOWERMENT

ALL TARGETS: EMPOWERMENT

Video content emphasizes

EMPOWERMENT via testimonials of

“I can do it”

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EARLY RESULTS

Facebook Lookalike Audiences built on

target segments show 50% improvement

in response rates to segment-customized

messaging

01. 02.

03.

04.

So, Things ToDo In 2018

04. Test Emotional Response to

Creative

01. Understanding the Beating

Heart of Your Category

02. Understand the Emotional

Connection to Your Brand

03. Identify Motivational/Emotional

Target Segments

05. Activate Digitally!

Thank You!