Reason for Emotion charts

Analyzing the results of Amplify Storyboard

At an early stage of development, such as the storyboard stage, before investing in production, it’s important to analyze your data in such a way that you can understand why people are responding as they do. This will allow you to get closer to the potential the story has and how to exploit the potential in final executions.  To do this, your analysis should take a few steps:

• Firstly, use the Creative Potential Score to get an overview of the storyboard’s potential 
• Next, dive deeper into the storyboard’s ability to Reach, Resonate and create the desired Response by looking at these summary measures. Remember when looking at these that they reflect the storyboard and how it’s understood.  There can be unlocks to improve these things as you create your final execution.
• The third step is to look at why people respond as they do.  Do they understand it? What do they like about it? What do they dislike? What are the most memorable parts?  This will help you understand how to evolve this into a successful finished ad.
• The last step is to dive deeper into the individual scenes. Look at each scene and understand which emotions each scene makes people feel as well as why.  This can help you understand yet more of the ‘why’ behind the response and indicate what will matter in creating a finished ad.

What is the Creative Potential score?

The Creative Potential score is a summary measure which looks holistically at the potential of the storyline to be translated into a successful finished execution. It summarizes whether the idea/storyline has potential to:

• Reach people by breaking through the clutter and bringing the brand to mind
• Resonate to hold attention, be relevant, relatable  and make people feel good
• Create a response by making people more likely to consider and feel good about the brand. 

How is the Creative Potential score calculated and displayed?

The measures cover the 3 key areas of Reach, Resonance and Response in keeping with brand/sales impact scores which we use as the headline predictive metrics at the final execution stage.  

At the earlier stages of development, the Creative Potential score puts greater emphasis on Resonance as that is something that we’d want to be sure the storyline delivers on even at this earlier stage of development. There is less emphasis on Reach measures as the translation of the storyline into a video will have a much bigger impact on its success in standing out and grabbing attention. 

All measures we use are relevant to the stage of development and are given an equal weight, except for overall emotion as it is particularly important to check how the idea makes people feel at each stage of development. An idea which resonates and makes people feel something (particularly something positive) has greater potential to result in a powerful execution.

The score is calculated at the respondent level, aggregated across the full survey’s sample, and then displayed as a percentile versus all of the other survey level scores that contribute towards the norm’s universe that you have selected in the platform (country, category, brand).

How should the Creative Potential score be used?

The Creative Potential score provides a good indicator of a strong vs a weaker idea and can be used to help you:

1. Take a holistic view on the potential of an idea or storyline
2. Compare the creative potential of storylines to decide which to progress 
3. Learn. Having a single holistic measure of creative potential enables you to explore the characteristics of the best/worst ideas, helping you learn over time and set future ideas up for success. 

Its primary purpose is to make it easy to understand and compare storylines at a top level before diving deeper.  It should not be used in isolation as there is so much more to understand at the early stages of development. Ultimately, the single most important things we can do at this stage are: 

1. Know whether the idea is understood as intended (because if not, the evaluation won’t be helpful) 
2. Diagnose what is working or not so you get hints, tips, ideas on how best to bring the story to life in an ad.

Why is the Creative Potential score useful?

It’s useful because it provides a straightforward way to identify the best stories to take forward as well as identifying areas of strength and opportunity in development before diagnosing why and what next. By doing this, it helps brand/creative teams stay ‘on track’ with creative development. By using a common language and having a common thread through the stages of development, it’s easier to move successfully forward across stages of development, understand results at each stage and learn across everything you do. Starting with a powerful story means that executions that follow are considerably more likely to be successful. 

How to get more detail about specific scene emotions

If you want to understand how each of your storyboard scenes resonated with consumers, what emotions were most strongly felt for each scene, and why.

1. Look at the Scene-by-Scene Emotional Resonance chart, which provides an overview of what emotions were felt for each scene, and how that compares to the average score for that emotion across all scenes.
   1. Please note: This chart shows an average across all scenes, and does not show a norm.
2. You can find this chart in both the Creative Effectiveness Summary and Resonance chapters.

3. In this example, you might notice that the first 2 scenes performed higher than average on the confusion emotion compared to other scenes. You may want to understand why this is in more detail.

4. To diagnose this further, scroll to the Resonance section and find the Reason for Emotion charts. Choose the scene in question to see a more detailed version of word cloud.

4. In this word cloud, you can click on each word to see all the verbatim answers associated with that word. 

6. If you want a more granular look, you can filter the chart by a particular emotion or emotions selected by the respondents to show only those verbatims. In this example, we can see that there is some confusion about the link between coffee and football and the interactions between the husband and wife in the scene. This can add valuable insight to the reason for the higher than average levels of confusion in this scene.
   1. The minimum sample size for a filter is 30 responses. In some cases, the base size will be too small to filter on a single emotion so you may see an error message.