Exploring response

Effective advertising and packaging needs to do more than be noticed. It needs to trigger a response.

In qualitative sessions, we explore the emotional responses by watching and gently listening to how people respond. As Clive James once said, people reveal more when being lulled, and we want them to reveal more.

We use a variety of techniques to help people visually and aurally articulate their thoughts and their feelings, about both the ads and the brands being advertised.

When relevant we also use eye tracking to help clients improve their sales response by facilitating navigation. When Sainsbury’s Finance applied our recommendations to one of their letters, the response rate increased by X%.  And when Liberty did the same for one of their envelopes, the response rate increased by X%.

Our aim is to understand what with and without asking what.