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.

  • Article
    20.07.2017

    The ASA's gender stereotyping initiative will weed out lazy advertisers

    BY Tom Ewing

    In a Warc article by Tom Ewing he discussions how the UK Advertising Standards Authority's regulations of campaigns featuring harmful gender stereotypes could lead to better advertising. However, he warns that bad ads could still come through other channels, the real test of these regulations may be online, against ads most of us will never have a chance of seeing.

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  • Article
    13.07.2017

    Fit For Purpose: How Stitch Fit Makes Personalisation Work

    BY Tom Ewing

    For a long time now, it’s been predicted that personalisation will drive the next wave of disruption in e-commerce, as start-ups beat bricks-and-mortar stores thanks to their ability to create highly individualised offers. But the reality has lagged a little behind the hype. 

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  • Article
    12.07.2017

    Why seduction beats persuasion in advertising (and everything else)

    BY Tom Ewing

    In this MyCustomer.com article Tom Ewing (Senior Director, System1 Group) discusses how seduction beats persuasion when it comes to customer communications. Whether you're looking for longer-term brand growth or short-term customer activation, you want to create communications that leave positive impressions and create a rollercoaster emotional ride for viewers.

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  • Mention
    10.07.2017

    Hershey's Taps VR To Test In-Store Marketing

    BY Chuck Martin, MediaPost

    Virtual reality is joining shopper marketing. A virtual supermarket was created for a major brand to measure the impact of various in-store marketing approaches.

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  • Mention
    07.07.2017

    System1 / YouGov / Ipsos / Bitkom / SentiOne (In German)

    A planung&analyse article highlights System1 Research's study on 15 different TV show concepts. This study found that 14 out of 15 new ideas did not inspire potential viewers. While, only one concept reached 4 out of 5-Stars by making viewers feel happiness and surprise. (In German)

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  • Article
    06.07.2017

    Why you should own distinctive assets such as colours, shapes and even smells

    BY Tom Ewing

    In this Real Business article, Tom Ewing (Senior Director at System1 Group) explains the importance of owning distinctive assets. A brand’s distinctive assets are anything that brings that brand immediately to mind, whether it is colours, shapes or even smell. The faster you recognise something, the safer and better a choice it is, according to your System 1 brain which, is why at System1 Research we believe distinctive assets are the most vital things a brand can own.

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  • Mention
    30.06.2017

    Unleashing Emotional Power in Digital: How Great Creative Wins

    In Undertone's latest white paper they discuss how System1 Research helped determine how emotion contributed to their digital ad effectiveness and pinpointed the keys to building results.

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  • Article
    21.06.2017

    How Magic Moments Make Distinctive Brands

    BY Tom Ewing

    Wednesday morning’s keynote at the OmniShopper event saw Soon Yu - author of the forthcoming book Iconic Advantage  - answer a deceptively simple question: what makes a brand iconic?

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  • Article
    21.06.2017

    Boo-ing: How Mars And Walmart Built A New Halloween Tradition

    BY Tom Ewing

    You might have come to believe that most new “holiday traditions” are in fact popularised by marketers for the express purpose of selling more cards and candy. In which case you might have been gratified by the OmniShopper presentation by Walmart and Mars, which was explicitly about popularising a new holiday tradition. And yes, the aim was to sell more candy.

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  • Mention
    21.06.2017

    Stärkste Supermarkt-Marke: ALDI SÜD ist die Nr.1

    This Aldi blog posts discusses System1 Research's analysis to discover which food retailer is the strongest brand in Germany, have the best price / performance ratio and is particularly friendly to customers (ensures the right emotions). This study concluded that Aldi Sud is the strongest brand, well ahead of its competitors and achieves five out of five stars. (In German)

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  • Mention
    21.06.2017

    Welcher Supermarkt hat in Deutschland die stärkste Marke? Studie von System1 Research

    This Fresh Plaza article highlights System1 Research's independent study to see which supermarket in Germany has the strongest brand. Coming out on top was Aldi due to being widely known (Fame), evoking positive feelings (Feeling) and furthermore, sticking out from the masses (Fluency). (In German)

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  • Mention
    21.06.2017

    Which supermarket in Germany has the strongest brand? Study by System1 Research

    This Fresh Plaza article highlights System1 Research's independent study to see which supermarket in Germany has the strongest brand. Coming out on top was Aldi due to being widely known (Fame), evoking positive feelings (Feeling) and furthermore, sticking out from the masses (Fluency).

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  • Mention
    21.06.2017

    Das ist die stärkste Supermarkt-Marke Deutschlands

    This Yahoo video discusses System1 Research's study to see which supermarket in Germany is the strongest amongst consumers by looking at their Fame, Feeling and Fluency. (In German)

     

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  • Mention
    20.06.2017

    Welcher Supermarkt hat in Deutschland die stärkste Marke?

    A Marktforschung article highlights System1 Research's study among 800 German consumers to see which supermarket in Germany had the strongest brand. Looking at each brands Fame - how quickly a brand comes to mind, Feeling - how strongly a brand arouses positive feelings, and Fluency - how strong a brand stands out from the crowd we discovered that Aldi is the strongest brand among the purchasing market earning a 5-Star rating. (In German)

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  • Mention
    20.06.2017

    This discounter is the strongest supermarket in Germany

    A Gala article discusses System1 Research's study of supermarkets in Germany. Using our innovative Fame, Feeling and Fluency model we closely examined supermarket chains throughout Germany. This study resulted in Aldi being the clear winner with Lidl closely following. Both brands received positive consumer response contributing to their success and high star rating. (In German)

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  • Article
    20.06.2017

    Can Brands Survive Trump?

    BY Tom Ewing

    The Omnishopper Conference in Minneapolis kicked off with Peter Horst, former Hershey’s CMO, addressing the juicy – and somewhat scary – topic of Marketing In The Trump Age. Brands are living in a new political reality along with everyone else, and Horst presented some first principles to guide you through it.

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  • Article
    20.06.2017

    Journey To The Centre Of The Purse

    BY Tom Ewing

    “First I look at the purse” sang Motown’s The Countours. Kelley Styring, principal of InsightFarm, would sympathise. Her project, “an archaeology of the American handbag”, explores the meaning both personal and practical of purses – and, er, ‘murses’, since men are carrying them too: one of the big shifts between waves of the study. 

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  • Article
    20.06.2017

    Virtual Stores, Real Insights

    BY Tom Ewing

    “The Virtual Reality wave is coming”, said Rich Scamehorn of InContext Solutions at Tuesday’s OmniShopper sessions, citing the 1 million sales in 6 months of the Sony Playstation’s dedicated VR headset. Reflecting the rapid growth of interest in VR, the conference saw two presentations looking at the learnings, promise and risks of virtual reality in a shopper research context. 

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  • Mention
    20.06.2017

    Aldi ist die stärkste Supermarkt-Marke Deutschlands

    BY Tim Theobald

    This Horizont article recaps System1 Research's study on German supermarket brands for their notoriety and emotional strength. The result" Aldi is number one. The discounter reached 4 out 5-Stars beating out Rewe, Lidl, Edeka, Penny and Real. (In German)

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  • Mention
    20.06.2017

    Aldi ist stärkste und bekannteste Supermarktmarke

    This markenartikel article highlights System1 Research's study on nearly 800 German consumers to identify the strongest supermarket brand in Germany. This study concluded that Aldi is the strongest brand in the purchasing marketing due to its very high profile (Fame), ability to create positive emotion (Feeling), and standing out from the crowd (Fluency).

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  • Article
    13.06.2017

    Behavioural science in politics

    In an article for The Marketing Society, Tom Ewing (Senior Director – Labs) discusses the UK elections from a behavioural science perspective. Tom looks at emotional reactions to prominent UK politicians through the three most important rules of thumb – for brands and politicians alike – Fame, Feeling and Fluency. This is because we make decisions quickly and instinctively, which are guided by these unconscious rules of thumb.

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  • Article
    12.06.2017

    Virtual Reality Fully Opens Window Into Consumer Behavior In-Store

    BY Alex Hunt - President, System1 Research

    Many manufacturers spend more than half of all their marketing dollars on in-store POS and promotional activity. For years, marketers focused their efforts and spend on building their brands, but in recent years, the actual moment of choosing and buying a product has come under much closer scrutiny. How can retailers and brands cost-effectively predict the sales impact and profitability of individual shopper marketing initiatives?

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  • Mention
    07.06.2017

    Final Two Speakers Announced For RESET 2017

    BY Baden Parker

    We're excited to share John Kearon has been announced as a final speaker for RESET 2017 in this B&T article by Baden Parker. On Tuesday, 17 October in Sydney Australia John will join a group of industry leaders to challenge the way you think about traditional marketing practices. By embracing emotion and behaviorual science John challenges the marketing world making his content and style the essence of RESET.

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  • Mention
    06.06.2017

    Who Are The 50 Most Innovative Companies in Market Research? The Q1-Q2 2017 GRIT Report is here!

    BY Leonard Murphy

    In a GreenBook article, author Leonard Murphy shares the Q1-Q2 2017 GRIT Report. The GRIT Report features the "GRIT Top 50" rankings, highlighting the research suppliers and buyers perceived to be most innovative, with System1 Research taking the #1 spot six years in a row! This report goes deeper to explore the key drivers of our industry, offers better guidance, and helps chart the future as a strategic planning tool.

     

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  • Article
    01.06.2017

    Sorry, Startups: Consumers Don’t Get Your Innovation

    BY Orlando Wood

    In an article for The Drum, Orlando Wood (Chief Innovation Officer) discusses Fluent Innovation and why certain innovations succeed while others flop. In order for an innovation to succeed, it must be Fluent - 80% familiar and 20% novel. He highlights some examples of great Fluent innovations, such as the Moka Express and Uber, and offers key insights for creating successful innovations.

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  • Article
    24.05.2017

    We Are Making A Long Story Short And That's A Problem

    BY Gabriel Aleixo

    In an article for The Marketing Society, Gabriel Aleixo (Managing Director, Latin America) discusses marketing strategies that lead to long-term business successes and drive profitable growth. He recommends that marketers look to long-term campaigns that drive System 1 decision-making, instead of focusing on short-term metrics and campaigns.

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  • Mention
    18.05.2017

    How to Push the Creative Boat Without Sinking It: Lessons From McDonald's, PepsiCo and Heineken

    BY Eugeny Bik

    In an article for The Drum, author Eugeny Bik writes about how more and more marketers are using emotional rather than persuasive advertisements like they did in the 90s. However, brands are still having trouble getting it right - such as McDonald's with their "Dead Dad" advert. As Bik says, be sure to use a credible advertising research house such as System 1 Research that will tell you that emotive ads only work when they leave the audience happier than they found them. 

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  • Mention
    08.05.2017

    System1: Unlocking Profitable Growth (Book Review)

    BY Finn Raben

    In an article for ESOMAR, author Finn Raben reviews System1, Unlocking Profitable Growth. He discusses highlights of the book and its wealth of information about System 1 thinking. He believes that the book is useful for anyone who wants to learn more about System 1 and gain a new perspective on how to increase the success of their business(es).

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  • Mention
    25.04.2017

    'It was a bit controversial - it's bold', John Kearon on BrainJuicer's rebranding as System1 Group

    In an interview with Andrew Scott from ProactiveInvestors StockTube, John Kearon (CEO and Founder) discusses BrainJuicer's rebrand as System1 Group. System1 Group is composed of System1 Agency which produces profitable communications and System1 Research which predicts profitable communications. As humans, we are irrational, emotional creatures that make the majority of our decisions with our "System 1" brain. Kearon explains that the name change is a way for System1 Group to further embrace this emotional decision-making and sees the future of System1 Group as continuing to drive the industry forward with System 1 thinking and innovations. System1 Group is also publishing a book on how modern marketing works and how to drive profits

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  • 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
    02.03.2017

    10 Spots Profundamente Emotivos Que Se Le Quedarán Clavados Como Estacas Al Corazón (10 Deeply Emotive Spots That Will Get Nailed Like Stakes To The Heart)

    A Marketing Directo article discussed System1 Research's reveal of the 2016 FeelMore50 rankings. System1 Research tested over 500 ads shown on TV and online throughout the year and published a list ranking the best (read: most emotional) ads. The top spot of 2016 went to Doritos "Dogs" with an Emotion-into-Action™ score of 90.9. To see the full rankings, click here. (In Spanish).

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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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  • Mention
    14.11.2016

    Panel - Judging Marketing Investments

    From the IPA's Effectiveness Week on November 14, 2016, John Kearon (CEO) spoke on a panel discussing "What is the Right Way to Judge Marketing Investments?" He shared his approach to this Holy Grail question and experiences on how chosen metrics drive different results and behaviours. Watch the recording of the panel here. 

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