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Case study: Saturn

SATURN chooses the best actor for its advertising campaign – thanks to Quantum Insight

Saturn is one of the leading players in European consumer electronics retailing. Its first store was open in Germany in 1961 – nowadays the brand has altogether over 220 stores in 6 countries (Austria, the Netherlands, Luxembourg, Germany, Poland and Italy). SATURN entered Poland in 2004.
When Saturn was about to launch its new image advertising campaign, it had difficulty deciding which actor to hire for the new spots. The company representatives had different views on this matter as there were two equally supported candidates taken into account. Saturn searched for the solution that would deliver objective data about viewers’ opinions.

The challenge

Quantum Insight was to help Saturn assess which of the two actors was to be more liked by the audience and watched by them with more enjoyment. Saturn needed clear arguments to make the most beneficial choice and hire the best candidate. Besides, the research had to be conducted quite urgently as there were only 20 hours left before making the final decision. The aim of the research with the QI platform was to generate a result on the basis of which the most appropriate candidate would be hired.

The tool

Quantum Insight is a cloud computing system, delivering data that predicts customers’ behavior. During the research with QI platform, responders watch the chosen video content and, based on micro expressions, their emotions are being analyzed. The generated data is then further researched to give the answers helpful in making business decisions.
The most important feature of QI is Ellen Score, a unified, single number quotient of the emotional quality of the content. It tells how good the video is in terms of building the viewers’ emotional involvement, with emphasis being placed on positive emotions.

The research

The research was to identify the actor that made viewers smile more often and evoked more positive emotions. Saturn also added 4 declarative questions to accompany the research: To what extent does the sales assistant in the spot fit the Saturn brand? To what extent do you agree with the statement that the sales assistant speaks passionately about technology ? To what extent does the sales assistant evoke your positive emotions? To what extent does the sales assistant seem trustworthy, reliable and competent?
The final findings for the presented videos: Ellen Score for each of the actors (helpful in making the final decision), the level of emotional involvement and the value of joy (responders’ smile while watching the video). The answers to the declarative questions were also analyzed.

Participants200 people (women: 40%, men: 60%). The research was carried out in their accustomed environment – mostly homes and offices.
Duration The research started on Friday at 8 p.pm and the results were collected till 12 noon next day (Saturday).
Content under analysisTwo videos with one candidate each. There were two actors taking part in the screen testing for Saturn’s new advertising campaign: the candidates we should call ‘1st actor’ and ‘2nd actor’. One half of responders was presented the video with ‘1st actor’, while the other half – the video with the ‘2nd actor.’

The results

The result of the research with Quantum Insight clearly answered the question: which actor viewers liked  more?  It was definitely ‘1st actor’. He got higher Ellen Score (20), exceeding his opponent by 13 points. ‘1st actor’ also evoked more positive emotions among viewers and these emotions lasted longer – the longer viewers watched ‘1st actor’, the more they liked him.

Thanks to the research with Quantum Insight platform, Saturn decided to hire ‘1st actor’  as the face of its new advertising campaign.

What level of viewers’ emotional involvement did the actors reach?

The level of emotional involvement is the sum of all emotions triggered by the displayed content. The more emotions, the more engaging video.
In case of ‘1st actor’, the average level of emotional involvement among viewers was 6%.

As the diagram shows, the emotional involvement was growing (the purple line) – the longer viewers watched ‘1st actor’, the more emotions he evoked.

In case of ‘2nd actor’, the average level of emotional involvement was 4%.

The emotional involvement of viewers was decreasing as the video was progressing (the purple line). The longer viewers watched the ‘2nd actor’, the fewer emotions they felt.

Did the actors make the audience smile?

Saturn wanted to verify if the audience would welcome the actors with joy. That’s why it also took into account smiles on viewers’ faces caused by watching both actors performing.

The diagram clearly states that the longer viewers watched ‘1st actor’, the more smiles and joyful expressions lit their faces. The value of joy reached its highest point( ~ 5%) in-between second 17 and 29. This level of emotions lasted for 12 seconds.

When it comes to ‘1st actor’ opponent, the peak of viewers’ positive emotions (~4% ) was reached in the 10th second of the video. It lasted for 2 seconds. However, in the middle of the video it dropped to the level of ~2% and remained there till the end of the research.

Did the declarative questions bring satisfying answers?

No, the viewers’ answers didn’t show any statistical differences in the way both actors were perceived. Both candidates were assessed equally in terms of evoking positive emotions, regardless of responders’ sex. On the basis of declarative questions it was not possible to verify which actor the audience liked more.

Project co-funded by the NCBR under the programme GO_GLOBAL.PL