Vision One Debuts Emotional Response Tool

UK-based agency Vision One has launched AdProbe, which measures the performance of advertising (including TV and radio) against seven emotional triggers, linking them via an 'E-index' score to purchase intentions and overall ad effectiveness.

The tool, which uses facial expression analysis software to improve results and deliver second-by-second data on reactions, can be used in pre-testing, ongoing campaign tracking or in focus groups. It also aims to provide insights into 'brand fame' and potential buzz among target audiences.

VisionOne says the AdProbe framework is closely aligned to the thinking set out by Peter Field and Les Binet in the book Marketing in the Era of Accountability

MD Tony Lewis says AdProbe has taken more than 18 months to develop and fully evaluate, working with both psychologists and advertising practitioners, and adds: 'The challenge for us was that, until now at least, there was no recognised definition of what constitutes emotion within advertising - and this has led to the birth of our seven triggers of emotion.' Lewis points out that emotion doesn't have to be extreme - feelings such as enjoyment or concern can be very powerful.

Web site: www.visionone.co.uk .