1 THE ENGAGEMENT METER: HOUSE BUNNY PILOT WHAT IS IT AND WILL IT HELP DELIVER ADDED VALUE FOR TRAILER / TV SPOT TESTING?

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THE ENGAGEMENT METER: HOUSE BUNNY PILOT

WHAT IS IT AND WILL IT HELP DELIVER ADDED VALUE FOR TRAILER /

TV SPOT TESTING?

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POTENTIAL BENEFITSReal time meters are intended to have the following benefits within creative testing:

Engage respondents and boost completion rates for online. Although movie research generally has higher completion rates than FMCG research, this approach can take the survey beyond a script that could be read over the phone

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More importantly, the measure provides an output that can help bring the research to life, presenting the average response to key scenes and moments in real time, while giving creatives more context for the response to their work.

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TESTING THE MEASURE: THE HOUSE BUNNY PILOT

This internal pilot test yielded a total sample of n=107, with a fairly even gender split and skew to those aged 25 and over

Of note, we had n=3 drop outs as a result of including the engagement meter in the survey (after the open-ended response to the first exposure). This suggested that it would not jeopardise completion rates but, importantly, it did not seem to boost completion overall (28% vs. 30% UK average)

From the sample achieved, we produced the following real time output…

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The real time output could work well as part of F2F de-briefs, bringing the key moments of interest into context. As a static image, the trace also presents peaks and troths that can be included in a Word report…

ENGAGEMENT METER TRACE

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When plotting the net effect percentage (‘positive’ minus ‘negative’) we also get a series of peaks and troths in effect for clients to consider…

DO WE NEED THE OUTPUT? NET EFFECT SCORES BY TIME

NET

% O

F ‘P

OSIT

IVE’

MIN

US ‘N

EGAT

IVE’

EF

FECT

TIME (SECONDS)

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…in fact, the trend is quite similar and suggests we could deliver a static image with the data we have.

ENGAGEMENT METER TRACE

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COSTS AND CONSIDERATIONSBased on this pilot, we know the following:

The Engagement Meter does not appear to affect completion rates for trailer testing 1

The static output could be produced with the data we already have2

Pending discussion, the real time output could help creatives get closer to the data and engage with the research.3