Measuring emotions in children exposed to advertisements just got easier. A pictorial instrument developed by a French marketing professor and an illustrator can assess basic emotions, is particularly well-suited for 8- to 11-year-olds, and can be used by both practitioners and academics around the world without the need for translation.Member Only Access
Gen Z, born between 1997 and 2011, is now coming of age in large numbers, and marketers can’t afford to take as long to come to grips with Gen Z as they did with Millennials.
The first cohorts of this new generation, who are now 16 to 19 years old, are increasingly relevant to a wide variety of categories and products. Globally, they are huge too: around 2 billion of the world’s citizens—approximately 27% of the global population—belong to Gen Z.
The danger for marketers is that Gen Z is not “millennial-lite” or “millennial-extra-strong”, but different in distinct ways. Gen Z not only challenges how brands communicate, they challenge the very notion of a brand’s authenticity and transparency in digital.
The deck’s sub-heading is, “Using Neuroscience to Evaluate Advertising Engagement While Co-Viewing.”
The research was comprised of five methodologies: Core Biometrics, Eye Tracking, Facial Coding, Behavioral Coding and Self-Reported information.
Four key findings:
There are four business applications as well in the complete deck.
“Measure More Consumers, More Choices, More Screens” – ABC Television
ABC’s research findings will include:
Creating new ways of measuring all viewing across all platforms.
Better understanding reach, frequency, and time spent across the platforms.
How viewers reached on digital change the overall profile of the audience.
The impact SVOD services have had on traditional TV viewership.
Best ways for tracking and reporting multiplatform viewing.
“Children and Teens: Cross Platform Media Consumption” – RealityMine
Measuring media consumption of children and teens has traditionally presented challenges.
In conjunction with Center for Innovative Media Measurement (CIMM), RealityMine partnered with TiVo Research, key family content media owners (e.g. Google, Viacom, Disney and Turner), and children’s manufacturers (e.g. Crayola and Lego) to measure, and deliver a thorough view of the total media consumption of these two key audience segments.