Design | BBC Advertisement Evaluation: Emotional and Behavioral Impact

12m

Setup

Study Title (Internal)

Research Briefing

The BBC is launching a new 1 minute and 30 second advertisement and seeks to understand its effectiveness among viewers. The primary business challenge is to ensure the ad resonates emotionally, is well-received, and positively influences perceptions and behaviors towards the BBC. This study aims to: - Gauge viewers’ emotional responses using Plutchik’s wheel of emotions, analyzing both verbal and non-verbal cues as well as tone of voice. - Measure the overall likeability and pleasantness of the ad. - Assess the ad’s ability to activate behavioral intentions, such as discussing the ad, sharing it, or increasing engagement with BBC content. - Provide a detailed evaluation of the ad’s quality, including understandability, originality, credibility, relevance, recognizability, and informativeness.

Participant languages

Reporting language

Project

Analysis

Video Analysis

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Built-in Reporting

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Note: thematic analysis and personas are always generated.

Participant welcome page

Translations

Title for participants

Introduction for participants

Welcome and thank you for joining our advertisement study! 🌟 In this interview, you’ll get to watch a brand new 1 minute and 30 second ad and share your honest thoughts and feelings. The interview will take about 15 minutes. Before you start, please make sure you’re comfortably seated and your face is well-framed in the center of your screen. This helps us capture your reactions accurately. Ready to get started? Let’s dive in and see what you think! 🎥😊

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Consent form

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Terms, privacy, and withdrawal

I have read and acknowledge Conveo's Terms of Service and Study Privacy Policy. I understand I can withdraw my consent to participate at any time without penalty, by closing this session or emailing [email protected].

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Recording and AI processing

I consent to being recorded (audio and/or video) and to my responses being processed by AI to generate insights for the Research Sponsor.

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Topic guide

Introduction

Research Objective 1

Title

Description

Encourage the participant to describe both their emotional and rational reactions. Emotional prompts: How did the ad make you feel as you were watching it? Did you notice any changes in your mood or emotions during or after the ad? Were there any moments that made you feel particularly happy, sad, inspired, or surprised? Rational prompts: What did you think about the message or story of the ad? Did anything in the ad make you stop and think, or did it raise any questions for you? Was there anything in the ad that you found logical, convincing, or informative? Probe for both positive and negative emotions, and ask for specific examples or moments in the ad that triggered these feelings. Register any mention of emotions from Plutchik’s wheel (e.g., joy, trust, fear, surprise, sadness, disgust, anger, anticipation).

The fight for truth is on - BBC

Research Objective 2

Title

Description

Research Objective 3

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Description

Encourage the participant to explain why and discuss any changes in their likelihood to talk about the ad, share it on social media, or engage with BBC content (such as watching, reading, or following BBC news). Probe if the advertisement has changed their opinion about the BBC positively or negatively? Probe for specific reasons behind their answers and any changes in perception or attitude towards the BBC. If people indicate they would talk about the ad, what would they talk about? Would they focus on the message, the brand, the execution?

Research Objective 4

Title

Description

- How easy or difficult was it to understand the main message? Probe for any moments of confusion or clarity. Ask what helped or hindered their understanding. Register specific examples. - Did anything in the ad feel original or different compared to other advertisements you’ve seen? Probe for what stood out as unique or creative. - How credible or believable did you find the advertisement? Why? - How relevant did you find the advertisement to you personally or to people you know? - Was there any information in the ad that you found particularly useful or informative?

Epilogue