Phil Guarisco

Phil Guarisco
  • Title: Head of Research| Lewers Research
  • Company: Lewers Research

Phil joined the Lewers team in early 2011 with prior leadership roles at agencies in Brisbane and Melbourne.

With 14 years’ experience in the research industry, Phil has been responsible for directing some of Australia’s largest research clients across industries, including telecommunications, energy, banking and FMCG. This includes extensive experience in brand and advertising research.

Consistent with the philosophy of Lewers, Phil has an insatiable appetite for seeking out and implementing new technology to achieve the best outcomes for his clients. While Phil has not yet presented at conference, he has attended and directed submissions for relevant conferences around the world, including IIeX and Ad Tech B.Bus. (Mktg), B.A. (Psych)

Emotional impact of advertising

 

There is a glaring gap in measuring creative effectiveness with over-reliance on survey-based measurement. This provides a limited line of sight on the emotional impact of creative, a critical component to advertising success. By using a series of implicit and observational techniques, System 1 responses can be measured.

We use eye-tracking to track attention, facial coding to understand emotional response and engagement, and implicit testing to quantify memorability. This allows us to take a surgical approach to understanding effective creative elements. Traditional ad tracking is not “wrong”, but it’s only one piece of the puzzle. Integrated with traditional methods, these techniques provide a holistic understanding of creative effectiveness.

Quantitative survey tracking acts as the triage, uncovering issues for further investigation. Qualitative feedback uncovers why issues are occurring, and passive techniques provide more specific and accurate creative measurement. We will work with one of Australia’s largest advertisers to provide 3 case studies demonstrating the efficacy of these passive techniques independently as well as collectively with traditional methods.

For the benefit of the industry, we seek to demonstrate the usefulness of these techniques in practice and what we’ve learned – the fun stuff and the challenging stuff.