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Human behaviour is driven by two decision-making Systems:Human behaviour is driven by two decision-making Systems: 1 + 2
“We are not thinking machines that feel – we are feeling machines
that think”
“We are not thinking machines that feel – we are feeling machines
that think”
Logical
Slow
Rule based
Tiring
Considered
Intuitive
Fast
Emotional
Effortless
Automatic
System 2System 2 System 1System 1
72
78
40
63
Kind
er (I
T)
Goo
gle
(US)
App
le (B
R)A
pple
(US)
BBC
(UK)
Colg
ate
(FR)
Brit
ish
Gas
(UK)
Roya
l Ban
k of
Sco
tlan
d (U
K)
Dov
e (U
K) →
P&G
(US)
Emotion-into-Action™ Score
What 3 things come to your mind when you think about [brand]?
Simple and easy to use Easy to understand 26
36
The opportunity to give real opinions
Good fun to do 20
25
Less manipulative than most
They help make a difference and are good fun
13
13
Interesting and informative Interesting 11
12
They are about interesting products
Very topical and informative 10
10
(Sample: 1373 x All) %
969292
89
8874
5352
4948
43
88
L’OréalYves RocherMaybellineManhattan
AstorMaxFactor
Estée LauderArtdecoClarins
ShiseidoP2
Catrice
% of respondents
Which of the following brands are you aware of? Which of the following brands have you bought in the past 12 months?
4847
4026
2419
1515
866
24
MaybellineL’Oréal
ManhattanP2
MaxFactorYves Rocher
AstorArtdecoCatrice
Estée LauderShiseido
Clarins
% of respondents
Which of these faces best expresses how you feel about [brand]?
8 7 8 6 4 8 6 6 8 7 7 9
6658 53 52
4329 33 31 25 24 26 18
24
29 37 39
39 59 5755 64 65 64
72
1
2
1 11
1112 1
4
1 2 1 11 2 1 2 61 2 2 2 2 1 1
1.71 1.60 1.36 1.36 1.24 0.90 0.87 0.96 0.74 0.73 0.75 0.57111
Maybelline(250)
L’Oréal(247)
Manhattan(247)
MaxFactor(248)
YvesRocher(250)
P2 (246) Astor(250)
EstéeLauder(249)
Artdeco(252)
Catrice(255)
Shiseido(251)
Clarins(251)
% o
f re
spon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
80,0 75,6 75,1 74,5 68,3 67,6 67,2 67,1 66,0 65,6 65,6 63,8 EiA™ Score
% Agreeing under time pressure
-9E+26
0
Famous brand
High Quality
Trustworthy brand
Natural
Different
Distinctive
Broad choice
Modern
Test average Maybelline (250) L’Oréal (247) Manhattan (247)
MaxFactor (248) P2 (246) Astor (250) Catrice (255)
…decide if the words match how you feel about the name …but be quick, you only have a couple of seconds to make your choice
% Agreeing under time pressure
-9E+26
0
Famous brand
High Quality
Trustworthy brand
Natural
Different
Distinctive
Broad choice
Modern
Test average Yves Rocher (250) Estée Lauder (249) Artdeco (252) Shiseido (251) Clarins (251)
…decide if the words match how you feel about the name …but be quick, you only have a couple of seconds to make your choice
8
66
24
11.71
Maybelline (250)
% o
f res
pon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
What is it about Maybelline that makes you feel [emotion]? What 3 thingscome to mind when you think of Maybelline?
5
7
58
29
122
1.60
1
L’Oréal(247)
% o
f res
pon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
What is it about L’Oréal that makes you feel [emotion]? What 3 thingscome to mind when you think of L’Oréal?
4
8
53
37
11.36
1
Manhattan (247)
% o
f res
pon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
What is it about Manhattan that makes you feel [emotion]? What 3 thingscome to mind when you think of Manhattan?
4
6
52
39
2
1.36
MaxFactor (248)
% o
f res
pon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
What is it about MaxFactor that makes you feel [emotion]? What 3 thingscome to mind when you think of MaxFactor?
4
4
43
39
2
6
1.24
4
YvesRocher
(250)
% o
f res
pon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
What is it about Yves Rocher that makes you feel [emotion]? What 3 thingscome to mind when you think of Yves Rocher?
3
What is it about P2 that makes you feel [emotion]? What 3 thingscome to mind when you think of P2?
3
7 8
52
29
37
59
311 11
1.40 0.902 1
P2 (246)
% o
f res
pond
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
Those who are aware of P2 (48%)
6
33
57
12
0.87
1
Astor (250)
% o
f res
pon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
What is it about Astor that makes you feel [emotion]? What 3 thingscome to mind when you think of Astor?
3
6
31
55
111
20.96
2
EstéeLauder
(249)
% o
f res
pon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
What is it about Estée Lauder that makes you feel [emotion]? What 3 thingscome to mind when you think of Estée Lauder?
3
What is it about Artdeco that makes you feel [emotion]? What 3 thingscome to mind when you think of Artdeco?
3
7 8
43
25
47
64
1 12 21.10 0.74
Artdeco(252)
% o
f res
pond
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
Those who are aware of
Artdeco (53%)
What is it about Catrice that makes you feel [emotion]? What 3 thingscome to mind when you think of Catrice?
3
6 7
51
24
37
65
1
42
1.29 0.73
11
Catrice(255)
% o
f res
pond
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
Those who are aware of
Catrice (43%)
What is it about Shiseido that makes you feel [emotion]? What 3 thingscome to mind when you think of Shiseido?
3
8 7
45
26
44
64
111 1
1.18 0.751 1
Shiseido(251)
% o
f res
pond
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
Those who are aware of
Shiseido (49%)
What is it about Clarins that makes you feel [emotion]? What 3 thingscome to mind when you think of Clarins?
3
9 9
32
18
59
72
1 10.85 0.57
Clarins(251)
% o
f res
pond
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
Those who are aware of
Clarins (52%)