As healthcare marketing professionals with many years in the game, we think we have a good instinct for which creative ideas and assets will resonate.
But the age-old question is: how can we be sure? And when we’re putting our clients’ budgets and our reputation on the line, being MORE sure is never a bad thing.
The good news is, we’ve found a way to finally answer that question once and for all; a reliable, unbiased method to measure how your intended audience will react to your campaigns. And it’s called Kanjo.
What is Kanjo?
In essence, it’s a web-based creative testing platform. Kanjo’s mission is to improve the effectiveness of connections between brands and their customers, in an accessible way that brings you genuinely useful results within 24 hours.
How does it work?
It harnesses deep learning and facial coding to process the emotional reactions of participants and provide you with insight into exactly how they’re feeling about your creative over time.
It was developed from proven marketing science, which tells us that if an audience is emotionally engaged with something, they are far more likely to remember it, engage with it, and purchase it.
Kanjo uses the emotional and demographic data to give you a super useful report including your engagement scores, memorability factors, as well as providing more qualitative insights into emotional drivers of your audience.
Best of all, you only need 100+ real people (based on your demographic) sitting in front of their webcam for a few minutes to capture these insights. Making it far more time and cost efficient compared to traditional focus groups!
Why is Kanjo the way forward?
We’ve long known in advertising that people don’t behave the way we think they do. To quote David Ogilvy…
“Consumers don’t think how they feel. They don’t say what they think, and they don’t do what they say.”
Confessions of an Advertising Man, 1963
That’s why measuring emotional responses to creative stimulus via AI platforms like Kanjo is super exciting – the data is accurate, powerful and useful. It’s also why traditional methods like focus groups are being left behind – they’re unreliable.
So if are ready to put emotions to work, get in touch and let’s create better campaigns and content together.
