WINDTRE commercial: psychophysiological analysis reveals low effectiveness in WI-FI CALLING promotion due to the duration and number of inputs
In this study, through psychophysiological recordings with EEG (electroencephalogram), GSR (conductance) and Eye Tracking, we analyzed the WINDTRE commercial relating to the «WI-FI CALLING» promotion with the aim of evaluating its effectiveness.
While it was generally appreciated by the participants, on the other hand, it emerged that only a low percentage of them remembered what the offer was once they finished watching.
The critical issues that emerged could be traced back to two main factors:
From the psychophysiological analyzes it was in fact highlighted that:
In the following table, we show which are precisely the indices used, elaborated starting from the psychophysiological responses of the participants.
The aggregated analysis of the ocular behavior (i.e. heatmap of the fixations) during the viewing of the spot, allows to understand which are, among its elements, those that most attract people’s attention, as well as the degree of homogeneity/heterogeneity of the flow of visualization.
The attention index makes it possible to accurately understand the level of attention generated by the spot and which parts (i.e. frames) are able to attract people’s attention the most, positively or negatively. The attention index is an indicator extracted from the brain activity at the level of the frontal lobe, selecting a specific frequency band.
The motivation index, on the other hand, makes it possible to accurately understand the level of pleasantness generated by the spot and, in this sense, which parts (i.e. frames) are capable of arousing a positive or negative feeling in people.
The motivation index is an indicator extracted from the frontal brain activity, given by the asymmetry of the activity between the two hemispheres in a specific frequency band.
The SCL, the level of skin conductance, changes according to the dynamics of skin sweating, which in turn is linked to emotional activation in response to an input. The index itself is non-specific, i.e. it manifests the subject’s emotional response without giving information about its positivity or negativity. Moments that arouse a high emotional response, regardless of whether it is linked to a pleasant sensation or not, make the person more likely to remember the content of the commercial.
Attention and in particular the attention index, which we can obtain through scalp electroencephalography, plays a fundamental role in the interpretation of the psychophysiological signals described up to now.
Where attention is present, there is a possibility that the information conveyed by the video will elicit an emotional response in the participants and will be memorized.
The graph shows the dynamics of the attention level of the participants over time while watching the spot:
We then selected the last part of the commercial (sec. 26 – 45), corresponding to the «WI-FI CALLING» promotion.
In particular, it can be noted:
The second index considered, starting from electroencephalography, is the Motivation Index.
Considering the value of the indicator especially in the period in which the participants demonstrated a positive attention index, we note that:
As regards the emotional activation in response to the spot, we consider the level of skin conductance.
From the values collected while watching the video, it can be seen that:
In the final interview, the participants stated that they roughly remembered the various scenes present in the commercial, but the information on what the promotion was about was not remembered.
Starting from the indices elaborated and from the comparison with the explicit answers collected, it is possible to draw conclusions regarding the attentive and emotional responses of the participants.
As for the attention paid to the spot:
Regarding the emotional response elicited by the spot: