Your status: not signed in. [ The Creators of Motivation
Advancement in the exploration of emotions
The role of advertising and marketing is to positively influence consumers’ attitudes towards an advertiser’s brand or service, either directly, or indirectly by building brand equity. And since Ipsos-ASI specializes in advertising and communications research and the building of brand equity, it is important for us to understand motivation best. Our leading advertising pre-test tools have always focused on testing the ability of the ads to persuade. That is, to assess advertising, Ipsos-ASI has focused on the desired outcomes: (1) did the ad prompt branded recall, (2) did it persuade, and (3) will it support or build brand equity. This has been our focus, and we have derived proprietary models that have been validated to sales over and over again. Thus we have built a strong leading copy-test business by being evaluative. Although like other research vendors we ask many standard pre-test questions (message communication, credibility, likes and dislikes, and so on) and standardized diagnostics (humorous, boring, informative, etc.), we feel we can do better to explain the why behind the motivation. Conventional research questions have served us well, but largely only tap into consumers’ conscious cognitive thinking without regard for what lies beneath. This paper shares our journey to discover what drives consumer motivations. To be clear, it is not our aim to join the interesting discussions on the theories of human emotions. Instead, we are looking for practical ideas that we can use in our research tools to better understand the why behind motivation.
GOOD RESEARCH LEADS TO GOOD IDEAS – GOOD IDEAS LEAD TO SMART STRATEGIES
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