Emotions in Experience – As part of its « Great Experiences »Mondadori MediaConnect called upon iligo to innovate and measure, in a new way, the effectiveness generated and based on emotions. This hybrid study« The Great Emotions »This confirms that emotion acts as a major amplifier of effectiveness, especially in the consumer experience. The study also received an award at the... Studies and Innovation Awards 2018. 

While emotions had been measured before, the methodology used by iligo for this study had never been used before.« The Great Emotions »" For Mondadori MediaConnect had never gone this far. For the first time in France, this hybrid methodology combines eye-tracking, facial coding and self-reported measurement on efficiency KPIs.

It is also an innovation research that doesn't stop at measuring advertising effectiveness, but which primarily captures, the overall consumer experience. Never before measured in this way, emotions in experience are studied through a device from a beauty advertiser, combining print, dedicated content, video, a contest and social networks.

«"Measuring emotion has thus become essential for brands in order to analyze the drivers of their communications, understand consumer sensitivities, and adjust their strategies."»

Cécile Chambaudrie, Executive Director, Mondadori MediaConnect

A overall consumer experience Therefore, those who use storytelling that generates emotions are now a lever for effectiveness for brands. whether it be on memory, brand preference or brand image criteria.

For more information: Mondadori MediaConnect