OTX Offers Litmus for Emotional Response to Ads
Global consumer research and consulting firm Online Testing eXchange (OTX) today announced the release of MediaCEP, its new solution for testing consumers’ emotional and rational responses to ads across all media. The core of OTX’s new product offerings is CEP, or Cognitive and Emotive Power. After over six months of research and development, ads which score high in CEP testing have been proven to do better in the marketplace.
“People incorporate emotions into all decisions. They can even dominate rational thoughts when making a decision — something that, until recently, has not been taken into account when testing ads,” said David Brandt, executive vice president, managing director for OTX’s Marketing Insights division, in a press statement. “The ability to measure the strength of consumer’s emotional response is vital to understanding advertising success. So we’ve figured out a simple and powerful way to do just that.”
OTX’s tests are conducted by polling 200 respondents tailored to the client’s target audience. By measuring the strength of their emotional response, the test aims to indicate a brand’s favorability, and its ability to evoke loyalty and higher purchase intent.
OTX brought aboard U.K. ad researcher Robert Heath, the author of 2001′s “Hidden Power of Advertising,” who the company claims was critical in the development of MediaCEP. Heath is considered a foremost expert on the role of emotion in advertising and low attention processing.
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