• by admin , December 9, 2011

In an effort to understand the motives and emotions that drive people’s media choices, Starcom USA developed “EQ” to measure how people consume different media properties and content for different emotional reasons. While it makes sense that the “experience” of Newsweek is different than that of People, and CNN is different than “The Office,” much of the research has been based on target coverage and CPM –  measures that essentially ignore emotion. To develop EQ, Starcom  talked to more than 20,000 people and measured emotional motives for engaging with over 600 forms of media and content. The agency was able to define 17 emotional needs and impulses that various media satisfy. Thus an “emotional map” of the content landscape was created. After the entire agency was trained on the new framework, the knowledge was integrated from design to execution. In print they’ve seen a 13% lift in recall and 15% lift in action taken, while TV has seen a 10% raise in engagement.