The Relationship of Emotions to Sincerity, by José Borghi, of Mullen Lowe Brazil:
An unprecedented study by Narita Design & Strategy confirmed the legitimacy of the premise that an image would be worth a thousand words. The participants, about a hundred young men, had a maximum of 28 years. Besides the chosen age range, the boys had to temporarily leave the depilation aside, since there was a requirement to have hair. All efforts were aimed at finding out if the images would more accurately reveal consumer yearnings. José Borghi currently holds the position of co-CEO of Mullen Lowe Brazil, said that this study could reveal important information about the best way to follow in advertising campaigns.
The usual way of interviewing consumers within marketing and advertising mechanisms is to elaborate questions where responses are subsequently collected. According to Mario Narita, the new method, which was based on exposing participants to the stimulation of images in order to know what each one thought, proved to stimulate responses faster, something estimated at twenty times compared to the questionnaire habitual. For the researcher, when questioned under pressure, there is a strong possibility that people will respond incorrectly or distorted. Known for the contagious way he views work at Mullen Lowe Brazil, José Borghi, who has been to Borghi Lowe, believes that such an experiment will greatly contribute advertising market.
With the endorsement of the renowned school of creative leadership in Berlin, the work revealed that man José Henrique Borghi establishes bonds of affection when asked through the use of images since there is no great possibility of rationalization of the answers. The opposite, according to the research, occurs when the person, not visualizing any image, needs to elaborate what will respond. According to Borghi, from Mullen Lowe Brazil, the humanization within advertising, transits through the field of the consumer’s unconscious. This fact had already been noted, but there was no study, now there is a scientific basis for such statements.
Respondents were asked how they felt when they were shaved. When they saw each other through pictures, they commented in more emotional and true ways, says Narita. José Borghi believes that only by getting to know deeply what people want, is it really possible to fully serve them in what they need. According to the experienced Mullen Lowe Brasil executive, it is important that there is a constant update of the media that map consumer profiles, since society, which at the same time reflects and influences human behavior, changes with impressive speed.
With a team consisting of a psychologist and several creative professionals, Narita used the method in several advertising campaigns commissioned by large companies. Even with satisfactory results achieved, the agency that acted empirically sought a way to prove the scientific nature of the practices adopted. The limbic system was the focus of the research because it is the brain region responsible for the processing of emotions. With scientific proof, the credibility of the publicity works will increase, analyzes the person in charge of Mullen Lowe Brazil. Borghi emphasizes that the segment can count on a new and effective way of acting.