Abstract:

Research background

Our decisions are emotionally-driven. Emotion, whether understanding or evoking it, is vital to moving people, culture, markets and brands. We know that entertaining or confronting communications campaigns move people at scale, but capturing how people feel at scale isn?t easy. Contemporary academic research shows that emotions (and the feelings they elicit) are not, as previously believed, universal. They are, in fact, culturally influenced?they are also measured and evaluated by different cultures in different ways. Language often fails us as a tool for accurately expressing how we feel. We also know that feelings are rarely single-dimensional? we can feel fear and excitement at the same time. The most recent cognitive science in this area has shown that feelings are context-driven and influenced by our unique prior life experiences in response to trigger events or circumstances. Thus, as leaders in emotionally charged creativity, DDB partnered with TRA to pilot a groundbreaking approach to measuring people?s feelings.