Articles & Mentions

At the heart of our System1 products, we’ve applied the latest learnings from psychology, the social sciences, and behavioural economics. We publish these breakthroughs and their market research implications in notable publications and blogs around the world.

  • Mention
    12.04.2017

    Top 5 Booming Industries For B2B In 2017

    BY Larry Myler

    In an article for Forbes, author Larry Myler discusses booming industries for B2B companies in 2017. He mentions System1 Research's work with virtual reality (VR), which has shown that consumer behaviour in a fully immersive VR setting closely matches in-store results. Depending on the category, the research has shown a correlation that is sometimes bigger than .9.

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  • Mention
    05.04.2017

    Umbenennung: BrainJuicer wird zu System1 Group (Renaming: BrainJuicer Becomes System1 Group)

    A Marktforschung article discusses BrainJuicer's rebrand as System1 Group, which consists of System1 Agency and System1 Research, formerly BrainJuicer. John Kearon (CEO) believes that it's more fitting for the company and the company's clients to apply the System1 name to the whole group. System1 Research tests and predicts the success of profitable marketing and System1 Agency produces profitable marketing. (In German).

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  • Article
    04.04.2017

    Emotion is Key Currency to Online Brand Building

    BY Alex Hunt

    In a MediaPost article, Alex Hunt (President, System1 Research) discusses emotion as a driver of consumer action. In today’s online world, data science and after-the-fact performance metrics are used as indicators of success, even though research has found that emotional response correlates with effectiveness for online creative. Hunt discusses the importance of creating emotional digital ads in order to aid long-term brand building.

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  • Mention
    04.04.2017

    BrainJuicer Rebrands as System1

    BY PJ Bednarski

    In a MediaPost article, author PJ Bednarski discusses BrainJuicer's rebrand as System1 Group on April 1st. This move combined the research business with System1's ad agency that was launched in 2016. As mentioned in an interview with GreenBook's Lenny Murphy, John Kearon (CEO) discusses the rebrand as a way to usher in the next wave of growth for the company.

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  • Article
    20.03.2017

    Marketing from the heart for growth

    BY John Kearon

    In an article for Market Leader, John Kearon (CEO) discusses how brand-building campaigns can turn long-term profits. Citing Les Binet and Peter Field's work on effectiveness, Kearon believes that Return on Investment (ROI), is suitable for measuring short term-effectiveness but is a poor measure of long-term profit. Comparing a brand's 'share of voice' to its 'share of market' is a better way to measure campaign effectiveness over a longer period of time. Relatedly, Binet and Field's work has shown that emotional advertising campaigns are more likely to report large business effects and profit gains.

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  • Mention
    14.03.2017

    Post-Brexit Britain: Divided We Stand

    BY Bronwen Morgan

    A Research Live article by Bronwen Morgan discussed System1's application of Storyteller to the United Kingdom's decision to leave the European Union. Tom Ewing (Senior Director, Labs) discussed the 'Brexit' vote at Impact null, the annual MRS Conference. Because our brains are hard-wired to recognize patterns, people fit events into their idea of a national narrative. The story behind 'Brexit' is generally one of comedy, but the tone has shifted over time and varies between those on different sides of 'Brexit'.

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  • Mention
    02.03.2017

    UPS, Nestle, Mercedes-Benz Create Top Online Video Ads of 2016

    BY Troy Dreier

    In an article for OnlineVideo.net, author Troy Dreier discusses System1 Research's 2016 FeelMore50™ reveal - a ranking of the 50 best, most emotional ads from the past year. This was the first year that System1 Research broke out a separate digital microranking. Brent Snider (President, North America) describes the importance of using emotion to gauge long-term brand building potential and short-term impact in relation to click through and sharing rate. Long-term brand building potential is dependent on how people feel at the end of an ad, and short-term impact depends on how people feel throughout an ad and how intensely those feelings occur. To view the full FeelMore rankings, click here.

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  • Mention
    02.03.2017

    #FeelMore50 – the Science Behind the Ads We All Love (and Love to Hate)

    BY George Blizzard

    In an article for the PR Network, George Blizzard discusses System1 Research's reveal of the 2016 FeelMore50™ rankings - an annual ranking of the 50 best, most emotional ads in the world. System1 Research's Fame, Feeling & Fluency model predicts how successful an ad will be and what it's long term growth potential is for a brand. 2016 saw a shift away from the recent trend of "sadvertising" to more joyous, humorous ads. Some other advertising trends found in analyzing the 2016 winners are: successful schaudenfreude resonates with viewers and too much information or heavy voice-overs tend not to resonate well, music is a Fluent device, and as always, emotion is king. To see the full rankings, click here.

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  • Mention
    02.03.2017

    "Doritos Dogs" von PepsiCo Bewegt die Zuschauer am Meisten ('Doritos Dogs' by PepsiCo Moves Audiences the Most)

    An article for Markenartikel discussed System1 Research's 2016 FeelMore50™ reveal - an annual ranking of the 50 best, most emotional ads in the world. System1 Research tested over 500 online and TV commercials from 2016. The top overall spot this year went to PepsiCo's "Doritos Dogs", and the top digital spot went to UPS's "Driver Training Camp". The top German ad was Volkswagen's "Laughing Horses". To see the full rankings, click here. (In German).

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  • Mention
    01.03.2017

    PepsiCo's "Doritos Dogs" Takes Top Spot for Best Overall Ad in BrainJuicer's FeelMore50

    A Yahoo Finance article discussed System1 Research (formerly BrainJuicer)'s 2016 FeelMore50™ reveal - an annual ranking of the 50 best, most emotional ads in the world. In 2016, System1 Research analyzed over 500 TV and digital ads for effectiveness, and awarded them an Emotion-into-Action™ score, which is a measure of an ad's ability to impact long-term brand growth potential. The number 1 ad overall was PepsiCo's "Doritos Dogs" and the top digital ad was UPS's "Driver Training Camp". This year, System1 Research broke out digital ads as a separate micro-ranking, in addition to regional and category listings. Alex Hunt (President, System1 Research) believes that it is important to research and test digital ads because in 2017 US digital media spend is expected to surpass TV media spend. To see the full ranking, click here.

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  • Mention
    01.03.2017

    Pepsico führt im Ranking der emotionalsten Spots (PepsiCo Leads in the Ranking of the Most Emotional Spots)

    BY Frauke Schobelt

    In an article for W&V, author Frauke Schobelt covers System1 Research's 2016 Global FeelMore50™ reveal, a ranking of the 50 best, most emotional ads in the world. The most emotional ad of 2016 was PepsiCo's ad "Doritos Dogs". The top digital ad, and number 2 in the ranking, was UPS's ad "Driver Training Camp". Kathrin Posnanski (Country Director, Germany) described the reasoning for top 2 adverts' success - they use strong emotions to deliver strong business effects. The top German ad from 2016 was Volkswagen's "Laughing Horses". To see the full rankings, click here. (In German).

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  • Mention
    28.02.2017

    BrainJuicer wird zur System1 Group (BrainJuicer Becomes the System1 Group)

    A Planung&Analyse article discusses BrainJuicer's rebrand as System1 Group on April 1st. System1 Group is comprised of System1 Research and System1 Agency. John Kearon (CEO) states that market research of the future is about profound consulting with clients and the rebrand will reveal more in-depth understanding of how advertising, marketing, and market research decisions are made. (In German).

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  • Mention
    27.02.2017

    BrainJuicer To Become System1 Research

    An MR Web article discussed BrainJuicer's rebrand as System1 Research. Together with its in-house creative agency, System1 Agency, the two form System1 Group. Adopting the System1 name across the board will aid the company's growth. System1 Research predicts profitable marketing while System1 Agency produces it.

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  • Mention
    24.02.2017

    BrainJuicer Seeks to Rebrand as System1

    BY Bronwen Morgan

    A Research Live article by Bronwen Morgan discusses BrainJuicer's rebrand as System1. BrainJuicer believed that after adopting the System 1 approach to market research and launching System1 Agency, rebranding as System1 better serves its growth. John Kearon (CEO), describes the rebrand as a way to pioneer System 1 thinking and approaches to market research to produce and predict profitable growth for clients.

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  • Mention
    24.02.2017

    John Kearon Unveils System1 Group

    BY Leonard Murphy

    In a GreenBook interview with Leonard Murphy, John Kearon (CEO) discusses BrainJuicer's rebrand as System1 Group on April 1st. Within the System1 Group there is System1 Agency and System1 Research, and the new tagline is "Profitable Growth Guaranteed". Kearon believes that with the reband, System1 Group will achieve more Fame, Feeling & Fluency than BrainJuicer. He views organic growth as the best method for growing a company and sees the rebrand as the perfect way to jump start the company's growth goals. 

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  • Mention
    09.02.2017

    BrainJuicer Testte Advertenties LIVE Tijdens de Super Bowl LI (BrainJuicer Live Tested Ads During Super Bowl LI)

    An article for Clou Today recapped System1 Research (formerly BrainJuicer)'s live Super Bowl ad testing. During the Super Bowl, American advertisers bring their most creative and emotional commercials to the biggest stage. System1 Research live tested the ads because quick and accurate testing is something every marketer needs, and System1 Research has developed the methodology to provide this. Content is moving faster than ever and testing needs to match that. Additionally, live was one of the themes of the night (Hyundai and Snickers filmed their ads live during the game). By the end of the game, System1 Research tested 78 ads and found nine 5-Star, highly emotional ads. To see the top 10 ads from the game, click here. (In Dutch).

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  • Mention
    07.02.2017

    Kia Löste Beim Super Bowl Die Positivsten Emotionen Aus (Kia Won the Super Bowl with the Most Positive Emotions)

    BY Giuseppe Rondinella

    A Horizont article by Giuseppe Rondinella recapped System1 Research's live Super Bowl ad testing. The highest scoring ad of the night, Kia's "Hero's Journey," was a hilarious and highly emotional spot featuring actress Melissa McCarthy as a comical environmental activist. The biggest themes that emerged were humour and the use of celebrities in ways that felt real and contributed to the plot. To see the top 10 ads click here. (In German)

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  • Mention
    07.02.2017

    Super Bowl Ads Tap Humour, Inclusiveness

    A WARC article about System1 Research's live Super Bowl ad testing summarized the night's findings. The top ad was Kia's "Hero's Journey" for its hilarity and excellent use of actress Melissa McCarthy's comedic chops. Humour and celebrities were a big theme with advertisers in this year's game. Sentimental ads, usually very popular and attention-grabbers, seemed to flop this year. Budweiser, a Super Bowl veteran and generally a 4-and 5-Star performer, created a 2-Star ad this year with their sentimental ad "Born the Hard Way." And the recent trends of "stuntvertising" and real-life stories were absent this year. To see the top 10 Super Bowl ads, click here.

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  • Article
    06.02.2017

    Letter from a Patriots Fan: Day after Super Bowl 2017

    BY Brent Snider

    In a Marketing Society blog post, Brent Snider (President, North America) describes the results of System1 Research's live Super Bowl ad testing. During the Super Bowl, brands take bigger risks and toss aside the traditional marketing rule books. This year there were nine 5-Star ads, normal for the Super Bowl but greatly exceeding the industry norms. The highest scoring ad of the night was Kia's "Hero's Journey," a hilariously emotional ad featuring actress Melissa McCarthy. Honda had the highest scoring inspirational ad of the night with their creative ad "Yearbooks." There were also some advertising fumbles during the game. 84 Lumber, a little-known brand made a big move to increase their Fame. However, their creative was deemed too controversial and the digital airing of the full creative (which was barred from TV) failed to connect with viewers on the right emotional notes.

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  • Article
    06.02.2017

    Super Bowl LI Ads Return to Humour and Celebrity

    BY Tom Ewing

    In a guest blog post for WARC, Tom Ewing (Senior Director, Labs) writes about the biggest trends in advertising from the Super Bowl and recaps the best, most emotional ads of the night. System1 Research live tested all of the ads as soon as they aired with research partner, Zappistore. The clear winner at the end of the night was Kia's "Hero's Journey," a hilarious 60-second ad featuring actress Melissa McCarthy. This ad highlights the two biggest trends from brands during the game: humour and celebrities. The most emotionally engaging ads this year were humorous, like Kia's "Hero's Journey,"  and adorable, like the NFL's ad "Super Bowl Baby Legends." Additionally, five of the top 10 ads of the night used celebrities. But these were more than just cameos by famous faces - the most emotional ads meshed the celebrities' public personas with comical situations to create 5-Star ads. This year's Super Bowl represented a move back to traditional American advertising virtues - big laughs and big stars.

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  • Mention
    06.02.2017

    Super Bowl: Kia-Spot punktet auf Emotion-into-Action-Skala (Super Bowl: Kia-Spot Scores on Emotion-into-Action Scale)

    A Markenartikel story recapped System1 Research's live Super Bowl ad testing. The top ad of the night was Kia's "Hero's Journey," a comedic ad featuring actress Melissa McCarthy. The best ads of the night were funny and created strong emotional connections with viewers. To see the top 10 ads of the night, click here. (In German).

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  • Mention
    06.02.2017

    BrainJuicer Test Commercials Live Tijdens Super Bowl (BrainJuicer Tests Commercials Live During the Super Bowl)

    System1 Research (formerly BrainJuicer)'s live Super Bowl ad testing was discussed in this Marketing Tribune article. System1 Research live tested all of the ads that aired during the game with research partner, Zappistore. These ads were measured with an Emotion-into-Action™ score, a quantitative translation of emotional response into a projection of potential in-market business effects. The key takeaways from the game were that humour and celebrities are in and "sadvertising" is out. To see the top 10 ads of the Super Bowl, click here. (In Dutch)

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  • Mention
    06.02.2017

    Super Bowl 2017: The Best and Worst Ads

    BY Mindi Chahal

    In a Marketing Week article, author Mindi Chahal discusses the results of System1 Research's live Super Bowl ad testing. System1 Research and research partner ZappiStore live tested 78 ads over the course of the game and scored the ads based on an Emotion-into-Action™ score, a quantitative translation of emotional response into a projection of potential in-market business effects. The highest performing ad of the night was Kia's "Hero's Journey." The major learnings from System1 Research's live Super Bowl ad testing were that comedy is in, divisive political messages are out, and emotion is king. 

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  • Mention
    06.02.2017

    Calm Down Now! Super Bowl Ad Frenzy is Over

    BY PJ Bednarski

    In a MediaPost article, author PJ Bednarski recaps the best Super Bowl ads and discusses System1 Research's live Super Bowl ad testing results. The highest scoring ad of the night was Kia's "Hero's Journey," a hilarious ad featuring actress Melissa McCarthy. Viewers connected on an emotional level to McCarthy as the hapless environmental do-gooder. Comedy ruled during this year's game, as most of the highest scoring ads provoked laughs and smiles. Alex Hunt, (President, System1 Research) declared that Super Bowl "sadvertising" is dead and comedy is in. 

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  • Mention
    06.02.2017

    Kia and Audi Rank Highly in Super Bowl Postmortems

    BY Lisa Lacy

    An article for The Drum by Lisa Lacy recapped System1 Research's live Super Bowl ad testing results. The top ad of the night was "Hero's Journey" by Kia, which featured actress Melissa McCarthy. This ad highlighted the biggest advertising themes from the game: comedy and celebrities. This year top advertisers brought big laughs, big spectacles, and big emotions to the game. To see the top 10 ads, click here.

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  • Article
    06.02.2017

    Goodbye Sadvertising, Hello Star Power

    BY Tom Ewing

    In an article for Research Live, Tom Ewing (Senior Director, Labs) discusses System1 Research's live testing of the Super Bowl ads. The biggest theme of the night was humour, which was highlighted in the top ad of the night, Kia's "Hero's Journey". This hilarious ad featured actress Melissa McCarthy, and underscored another theme of the night - famous faces in situations that felt genuine. One of the biggest recent trends in advertising - "sadvertising" - was out, as the highest scoring ads all exhibited funny or light-hearted plotlines. To see the top 10 winners, click here.

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  • Mention
    05.02.2017

    The 84 Lumber Super Bowl Ad's Creative Director Explains the Thinking Behind the Mexican Immigration-Themed Spot

    BY Lara O'Reilly

    In a Business Insider article by Lara O'Reilly, Alex Hunt (President, System1 Research) explains the importance of Fame in Super Bowl advertising. He says that smaller brands trying to increase their Fame must be wary of creative that alienates their core constituents because Super Bowl audiences have not been too kind to political nor exclusively negative creative. 84 Lumber, a construction company from Pennsylvania and first-time Super Bowl advertiser, got into some trouble with Fox Network over creative that was too controversial. System1 Research tested their pre-released Super Bowl creative, which scored 1 out of potentially 5-Stars, largely due to the lack of conclusion at the end of the pre-released creative.

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  • Mention
    05.02.2017

    Ad Agency Explains Controversial "Wall" Super Bowl Ad

    BY Miriam Di Nunzio

    In a Chicago Sun Times article based on a Business Insider article featuring Alex Hunt (President, System1 Research), author Miriam Di Nunzio describes the challenges that brands may face with a controversial and provoking advertisement. 84 Lumber, a construction company headquartered in Pennsylvania, was a first-time Super Bowl advertiser and went with a political message for their first appearance. Hunt warns against using politics or controversy as a way to build fame because it can backfire for small brands.

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  • Mention
    03.02.2017

    Live! Instant Analysis of Super Bowl Winners and Losers

    BY PJ Bednarski

    In a MediaPost article by PJ Bednarski, Alex Hunt (President, System1 Research) discusses System1 Research's venture into live ad testing. During the Super Bowl in the United States, System1 Research tested all of the ads that were shown during the game in real time and was able to deliver results within 10 minutes of the ad appearing on television. Why live test the ads? First, live was a major theme at the Super Bowl in 2017 with two major brands (Hyundai and Snickers) filming their commercials live. Second, it is a way to help the insights industry recover from a poor 2016. How did the ads do? Check out the top 10 ads here.

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  • Article
    02.02.2017

    Big Game, Big Stakes: Gaining a Guarantee on Super Bowl Advertising Investment

    BY Alex Hunt

    Alex Hunt (President, System1 Research) writes an article for The Drum about the stakes in advertising in the United States during the Super Bowl. In order for brands to be successful in their Super Bowl media buys, they must create emotional advertising. Emotional advertising relies on three key measures: Fame - how readily a brand comes to mind, Feeling - how positively or negatively someone feels towards a brand, and Fluency - how recognizable a brand's assets are. Brands that make us feel good via advertising promote future brand growth. The Super Bowl 51 winners are all brands that created emotional ads. To see our top 10 Super Bowl winners, click here.

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