Run an Emotional Response test on a brand film

Which brand-building version evokes the kinds of feeling associated with long-term growth, read as a share rather than an average.

This is the emotion set for work playing a long game: the brand film, the anthem, the piece with no ask at the end.

What it measures

The primary question is a feelings checklist, and the verdict is decided on the share of people who picked at least one positive feeling from it. A rate, not an average. Intensity and a repeat-watch question sit underneath as diagnostics. The card labels this set research-backed.

What people are asked

• "Which best describes how this made you feel?" with an instruction to pick up to two, choosing from happy, warm, inspired, amused, proud, moved, bored, confused, annoyed, or nothing in particular. This is the question the verdict rests on, and the first six answers are the positive ones.
• "How strong was that feeling?" on a 1 to 7 scale from "Very mild" to "Very strong".
• "Would you watch it again?" as a yes or no.
• An open question on the moment that stood out.

When to pick it

Pick this when the piece is meant to build something over time rather than move somebody today. Skip it when you are testing a response ad built for an immediate action, where intensity and speed matter more than breadth of warm feeling: that is the short-term emotion set. If the honest question is nearer to whether people liked it, Enjoyment asks that directly and in fewer questions.

What the verdict looks like

A winner on the positive-feeling share is named only when both groups reached the size committed at launch with balanced dropout and a gap clear of chance. Shares need more people to separate than averages do, so plan the sample with that in mind. Whatever the verdict, the standout-moment answers arrive, and on a brand film those are frequently the most useful page of the report. See Understanding your verdict.

What it cannot tell you

Self-report under-captures true emotion. Methods that read faces or bodies pick up things a checklist never will, and we do not run them, which is a real limit rather than a defect. It also cannot tell you whether the feeling will last, or whether it will do commercial work later: the measurement happens once, immediately after a single viewing.

Formats

This set is available on video tests and on audio tests.