Run an Emotional Response test on a response ad

For an ad that has to hit now: how strong the reaction was, and how quickly the brand registered while it happened.

Response advertising has a different job from a brand film, so it gets a different set: raw intensity, and how fast your name arrives while the reaction is happening.

What it measures

The primary question is a 1 to 7 rating of reaction strength, and the verdict is decided on the average for each version. Branding speed, a word checklist, and a share question ride alongside as diagnostics. The card labels this set research-backed.

What people are asked

• "How strong was your reaction?" on a 1 to 7 scale from "No reaction" to "Very strong". This is the question the verdict rests on.
• "How quickly did you know which brand this was?" on a 1 to 7 scale from "Never did" to "Instantly".
• "Which words fit your reaction?" as a pick-any list: excited, surprised, moved, amused, curious, or indifferent.
• "Would you share this?" as a yes or no.
• An open question on the part that triggered the strongest reaction.

When to pick it

Pick this for work that has to land inside a few seconds and carry a brand while it does. Skip it for a slow-burn film, where breadth of warm feeling matters more than intensity: the long-term emotion set is built for that. If the whole question is how fast and how clearly your brand registers, Brand Attribution asks it properly. If it is whether people would pass it on, that is Shareability.

What the verdict looks like

The reaction rating decides it, and only under the usual conditions: both groups at the size committed at launch, balanced dropout, a gap clear of chance. Otherwise a directional advantage, or "too close to call". Branding speed and the word list are diagnostics and never get promoted into the headline. See Reading your report.

What it cannot tell you

Self-report under-captures true emotion, so read the reaction score as a comparison between your two versions and not as an absolute measure of how hard the ad hits. A strong reaction is also not a good reaction: the word list tells you the flavour, and an intense response can be intensely negative.

Formats

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