The new questions will be used as part of MB's 'Link' solution, which includes surveying test consumers on creative and media work before a campaign is rolled out. Company chiefs said the new aspects are aimed at increasing understanding of 'what makes consumers tick'. MB regional director marketing solutions group Shiv Moulee said they typically use the questions on up to 150 test consumers.
"What we have found is that these associations are often driven by emotional engagement with advertising or with the brand," he said. "Emotions have a significant role to play in enhancing or reinforcing these associations."
Millward Brown adds EQ to study consumer mood
Millward Brown (MB) has moved to enhance its advertising pre-testing solution, with measures that specifically focus on emotions and how they impact consumer buying behaviour.