Charles Kennedy of ABC keynotes AM 7.0 – Measuring the Magical: Using Rational Science to Understand Emotional Media Moments
We’ve gotten very good at measuring the rational — who watched what, what they buy, and how they “say” they feel about something. Yet we are on the cusp of a new measurement era, where new tools and techniques are allowing us to probe deeper and go beyond the rationalized answers people give. We are starting to be able to measure the magic behind media — the moments when someone is moved to feel differently about a brand, a character, or a concept. Learn about how new tools such as Bio-Dial and Smile-Dial will bring deeper insights to the power and magic of media.