Vividata reposted this
Today at the ASI conference, Vividata's CEO, Pasquale Pellegrini, and KnotSimpler's Josh Chasin, presented "Attention vs. Resonance...Better Together", looking at motivational profiles in Vividata's SCC l Study of The Canadian Consumer. VIvidata's Drivers product democratizes using emotional resonance, or motivations, leveraging RMT/Bill Harvey's research. Key takeaways: 1) emotional resonance enhances brand recall and purchase intent 2) understanding motivations that resonate most with your target audience and aligns with creative and content guides media buying strategy 3) attention boosts discoverability, while resonance fosters deeper connections, driving better outcomes Thanks to ASI for another world class event! #asi, #asivenice24, #vividata, #audiencemeasurement #knotsimpler, #advertisingresearch #RMT
Thanks Pat and Josh for this concise and illuminating presentation! And for the many performance marketers among us, I'll add that the presentation included a quick overview of the many third party studies proving that resonance also drives actual incremental sales effect as well as large full funnel branding lifts.