Behavioral Informed Diagnostics
Approach vs Avoidance (Feltman & Elliot, 2012)
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A holistic collection of theories, processes, and biases rooted in the concept of “approach vs. avoidance.” Questions will be incorporated to address key pillars, based on prioritization and nature of the concept
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PRIORITY METRICS
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KEY ATTRIBUTES
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OPTIONAL ATTRIBUTES
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Concept Case Study
To better understand how well a concept will inspire action, we assessed this mockup concept on these 7 metrics. Overall, this concept performed strongly on priority metrics such as motivation and is easy to understand for consumers, though it falls a little short on novelty. Considerations for improving the behavioral viability of this concept includes revising the creative to increase uniqueness.
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SCORECARD
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Concept Case Study
To better understand how a concept makes respondents feel, we assessed this mockup concept using the emotion chart. Respondents select an emotion or image to best represent how the concept makes them feel and then explain why in their own words, allowing them to articulate deeper feelings and emotions
Emotion Chart
The Marathon concept elicits the most interest and engagement, along with some feelings of confidence, excitement, and optimism.
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AdSAM® non-verbal, visual measure of emotional response
AdSAM® is based on the PAD Theory of emotion, which has shown that emotional responses consist of three fundamental bi-polar dimensions. The combination of the three dimensions defines specific feelings.
AdSAM® captures feelings based on both subconscious and conscious influences and measures emotional responses the way they are processed in the brain. It is effective for use cross-culturally.
AdSAM® was developed based on more than 50 years of research and has been extensively used in healthcare since 1995.
The AdSAM® model provides 3 outputs to show the emotional impact:
To better understand which parts of a concept do or do not resonate with respondents, we assessed this mockup concept using Concept Focus.
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Concept Focus
Concept FocusTM is buzzback’s proprietary highlighting tool enabling respondents to mark specific elements directly on a concept and give reasoning behind each markup. Concept Focus will help identify the elements that motivate interest and why, especially to aid in further refinement.
How it works:
In-context:
With Concept Focus, we were able to learn that respondents think the headline and model are good fits for a cardiac health ad, some feel the inclusion of the dog suggests a pet product.