Chapter 5 “Group Assignment 2”

5.1 Emozo based MLBM Group Assignment

Namaste, folks.

You all saw a basic demo of the emozo platform. How easy it is to sign up. What is needed to be done to use it (a video + some survey Qs => a share-able link) etc. Here’s your group assignment based on Emozo.

Imagine you are a digital media creative agency. Your clients have approached you for a digital marketing video campaign. They have a few concepts they want tested and want to know what is optimal.

You have wide leeway at this point to assume any background story you want regarding who the client is, what their product is and what they are looking for.

5.2 Task 1: Run an A/B test built around a concept/hypothesis.

  • Select a target segment. Define the segment along demographic, psychographic or behavioral bases. Use emozo survey Qs to elicit info on segmentation bases.

  • Pick a metric to be optimized that can be measured using the emozo platform - E.g., % of folks times time favorable emotions (e.g., joy, surprise etc) were elicited, brand/product/message recall, purchase intention, preference etc.

  • Pick a hypothesis - some assertion about the state of the (target) world - related to the advertising world and for which the metric you chose above applies.

    • E.g., “Ads with tall people elicit more favorable reactions in category X.” => metric here is % of favorable reactions

    • Or “Voiceover works better than dialogue in brand recall in category XYZ.” => specify metric. What does ‘works better’ mean? More emotion? Survey rating confirmation? Etc.

    • Or “XYZ message is better received via an outdoor setting than an indoor setting in the ad.” => Reg metric, same as above.

  • Regardless of what hypothesis you pick - build two short ad video versions (‘A’ and ‘B’) such that one supports the hypothesis and the other opposes the same. Some video guidelines:

    • Each video’s length should not exceed 60 secs.

    • Video can be self-made or downloaded from the web (copyright issues emerge, safer to go with first option)

    • The A and B versions should ideally be identical except for the factor being varied (recall ‘treatment effect’ from MKTR)

    • Keep things clean and safe (nothing R rated pls).

  • Some other guidelines to keep in mind:

    • Each group of 5 should collect complete samples from at least 30 people (6 per head) in the target segment. More is better of course.

    • Why 30? Hope is parametric hypothesis testing by invoking the VCLT can be brought into play, if things go well.

    • If you are approached by your MLBM peers in other groups to take the survey, pls help out. And get helped in turn.

5.3 Deliverable

  • A <15 slide PPT with font size 22+ throughout.

  • Title slide should have all group members and PGIDs.

  • PPT should contain the emozo link you used, details of the hypothesis you made, how your A/B test design addresses the hypothesis, your interpretation of results and finally, your recommendations to the client.

  • Submit PPT into appropriate dropbox within the deadline.

Any Qs or clarifications, pls reach out to the AAs. I will separtately share a troubleshooting contact from emozo’s side in case there are technical issues during your use of the platform.

Sudhir