DDB Worldwide Launches First-of-its-Kind "Feels Barometer" to Harness Emotion as the Next Frontier in Creating Competitive Advantage for Brands
DDB Worldwide has launched the Feels Barometer, a groundbreaking global tool designed to measure and leverage human emotions for marketing effectiveness. The tool was developed in partnership with TRA, incorporating insights from 8 global experts, 140+ hours of qualitative research, and surveys of 16,000 individuals across eight countries.
The research revealed key emotional trends, including that finding good deals triggers emotional responses comparable to major life events, AI creates mixed feelings of excitement and dread, and nostalgia serves as a powerful emotional comfort in uncertain times. The tool analyzes 100 real-life emotional triggers and goes beyond simple sentiment analysis to capture emotional intensity, cultural nuances, and sensory associations.
The Feels Barometer will be integrated into DDB's strategic process and AI tool stack – RAND DDB, offering clients access to detailed reports, workshops, and customized applications.
DDB Worldwide ha lanciato il Feels Barometer, uno strumento globale innovativo progettato per misurare e sfruttare le emozioni umane a fini di marketing. Lo strumento è stato sviluppato in collaborazione con TRA, incorporando le intuizioni di 8 esperti internazionali, oltre 140 ore di ricerca qualitativa e sondaggi condotti su 16.000 individui in otto paesi.
La ricerca ha rivelato tendenze emotive chiave, tra cui il fatto che trovare buone offerte provoca risposte emotive comparabili a eventi significativi della vita, l'IA genera sentimenti contrastanti di entusiasmo e paura, e la nostalgia funge da potente conforto emotivo in tempi incerti. Lo strumento analizza 100 fattori scatenanti emotivi reali e va oltre la semplice analisi del sentimento per catturare l'intensità emotiva, le sfumature culturali e le associazioni sensoriali.
Il Feels Barometer sarà integrato nel processo strategico di DDB e nel pacchetto di strumenti AI – RAND DDB, offrendo ai clienti accesso a rapporti dettagliati, workshop e applicazioni personalizzate.
DDB Worldwide ha lanzado el Feels Barometer, una herramienta global innovadora diseñada para medir y aprovechar las emociones humanas para la efectividad del marketing. La herramienta se desarrolló en asociación con TRA, incorporando las opiniones de 8 expertos globales, más de 140 horas de investigación cualitativa y encuestas a 16,000 personas en ocho países.
La investigación reveló tendencias emocionales clave, incluyendo que encontrar buenas ofertas desencadena respuestas emocionales comparables a eventos importantes de la vida, la IA genera sentimientos encontrados de emoción y miedo, y la nostalgia actúa como un poderoso consuelo emocional en tiempos inciertos. La herramienta analiza 100 desencadenantes emocionales reales y va más allá del simple análisis de sentimientos para captar la intensidad emocional, las sutilezas culturales y las asociaciones sensoriales.
El Feels Barometer se integrará en el proceso estratégico de DDB y en su conjunto de herramientas de IA – RAND DDB, ofreciendo a los clientes acceso a informes detallados, talleres y aplicaciones personalizadas.
DDB Worldwide는 인간의 감정을 측정하고 활용하기 위해 설계된 혁신적인 글로벌 도구인 Feels Barometer를 출시했습니다. 이 도구는 TRA와 협력하여 개발되었으며, 8명의 글로벌 전문가로부터 얻은 통찰력, 140시간 이상의 질적 연구 및 8개국의 16,000명에 대한 설문 조사를 포함하고 있습니다.
연구 결과는 중요한 정서적 경향을 밝혀냈습니다. 그 중에서도 좋은 거래를 찾는 것이 주요한 삶의 사건과 유사한 정서적 반응을 유발한다는 점, AI가 혼합된 흥분과 두려움을 초래한다는 점, 그리고 불확실한 시기에 향수가 강력한 정서적 위안으로 작용한다는 점이 포함됩니다. 이 도구는 100가지 실제 정서적 유발 요인을 분석하며, 단순한 감정 분석을 넘어 정서의 강도, 문화적 뉘앙스 및 감각적 연관성을 포착합니다.
Feels Barometer는 DDB의 전략적 프로세스와 AI 도구 모음인 RAND DDB에 통합되어, 고객에게 자세한 보고서, 워크숍 및 맞춤형 애플리케이션에 대한 접근을 제공합니다.
DDB Worldwide a lancé le Feels Barometer, un outil global révolutionnaire conçu pour mesurer et exploiter les émotions humaines pour l'efficacité du marketing. Cet outil a été développé en partenariat avec TRA, en intégrant les connaissances de 8 experts mondiaux, plus de 140 heures de recherche qualitative et des enquêtes auprès de 16 000 individus dans huit pays.
La recherche a révélé des tendances émotionnelles clés, y compris le fait que trouver de bonnes affaires déclenche des réponses émotionnelles comparables à des événements marquants de la vie, que l'IA suscite des sentiments mitigés d'excitation et d'appréhension, et que la nostalgie sert de puissant réconfort émotionnel en période d'incertitude. L'outil analyse 100 déclencheurs émotionnels réels et va au-delà de l'analyse simple des sentiments pour capturer l'intensité émotionnelle, les nuances culturelles et les associations sensorielles.
Le Feels Barometer sera intégré au processus stratégique de DDB et à l'ensemble d'outils d'IA – RAND DDB, offrant aux clients un accès à des rapports détaillés, des ateliers et des applications sur mesure.
DDB Worldwide hat den Feels Barometer eingeführt, ein bahnbrechendes globales Werkzeug, das entwickelt wurde, um menschliche Emotionen zur Verbesserung der Marketing-Effektivität zu messen und zu nutzen. Das Tool wurde in Zusammenarbeit mit TRA entwickelt und integriert Erkenntnisse von 8 globalen Experten, über 140 Stunden qualitativer Forschung und Umfragen von 16.000 Personen in acht Ländern.
Die Forschung offenbarte wichtige emotionale Trends, darunter, dass das Finden von guten Angeboten emotionale Reaktionen auslöst, die mit bedeutenden Lebensereignissen vergleichbar sind, dass KI gemischte Gefühle von Aufregung und Angst hervorruft, und dass Nostalgie in unsicheren Zeiten als kraftvolle emotionale Stütze dient. Das Tool analysiert 100 reale emotionale Auslöser und geht über einfache Sentimentanalyse hinaus, um emotionale Intensität, kulturelle Nuancen und sensorische Assoziationen zu erfassen.
Der Feels Barometer wird in den strategischen Prozess von DDB und das KI-Tool-Set – RAND DDB integriert, wodurch Kunden Zugang zu detaillierten Berichten, Workshops und maßgeschneiderten Anwendungen erhalten.
- Development of innovative marketing effectiveness tool analyzing emotional responses across 8 countries
- Integration with existing AI tool stack enhancing service offerings
- Extensive research base including 16,000 survey participants and expert insights
- New revenue potential through client access to reports and workshops
- None.
"We are in a crisis of marketing effectiveness," said Tomas Gonsorcik, Global Chief Strategy Officer at DDB Worldwide. "Brands are spending more but moving people less. The Feels Barometer is our antidote to the 'meh-ification' of advertising. If, according to pioneering behavioral psychologist Daniel Kahneman,
The Feels Barometer, created in partnership with insights agency TRA, leverages cutting-edge projective techniques. Here's an overview of the research behind it:
- Insights from 8 leading global experts in emotions and psychology, including renowned authors, neuroscientists, and anthropologists.
- 140+ hours of in-depth qualitative research with participants from diverse cultures, providing rich, human-centered insights.
- Surveys of over 16,000 individuals across eight countries (
United States ,United Kingdom ,Spain ,Brazil ,Sweden ,France ,Germany , andAustralia ), ensuring a comprehensive data set. - 100 real-life emotional triggers ranging from personal experiences like a tech-free family dinner to broader societal shifts such as AI's impact on the workplace.
- Going beyond simple positive-negative sentiment analyses, the research captures the texture of feelings—intensity, cultural nuances, and even sensory associations like color, shape, and temperature.
The study uncovered both global emotional trends and the significant regional nuances that shape behavior. While universal insights, such as the global appeal of "getting a good deal," emerged, the Feels Barometer underscores the importance of tailoring campaigns to resonate within specific cultural contexts. By aligning with the unique emotional drivers of diverse audiences, the Feels Barometer empowers both global brands navigating local markets and single-market brands to better understand the shared values and distinctions across subcultures and demographics.
Here are some insights our research uncovered:
- The joy of finding a good deal rivals that of life's biggest milestones. That's right—securing a discount triggers an emotional spike comparable to birthdays or promotions.
- AI sparks as much existential dread as it does excitement. People are deeply divided on whether technology is liberating or terrifying—and that tension is a goldmine for brands willing to engage with it authentically.
- Nostalgia isn't just a trend—it's an emotional powerhouse. Across markets, looking back at the past brings comfort in uncertain times, making "retro-fication" one of the most potent creative levers available today.
"As creatives looking to connect brands with people in the most meaningful ways, we are constantly looking to better understand how people feel. Feel about the world, their lives, and the brands that should serve them. The Feels Barometer supercharges our ability to understand the deepest emotional insights and how people genuinely feel about the things that matter most to them. Simply put, it's a game changer for us," said Chaka Sobhani, Global President & Chief Creative Officer, DDB Worldwide.
The Feels Barometer will be integrated into DDB's strategic and creative process globally, as part of DDB's proprietary AI tool stack – RAND DDB, helping brands design campaigns that don't just attract eyeballs but capture hearts. DDB's clients will have access to deep-dive reports, interactive workshops, and bespoke applications of the tool tailored to their industry.
In the battle for consumer attention, the most valuable real estate isn't a media buy—it's a lasting emotional memory. The Feels Barometer is here to help brands claim their share of heart.
To learn more about DDB, visit us online at DDB.com or follow us on LinkedIn for more Feels Barometer insights.
ABOUT DDB WORLDWIDE
At DDB Worldwide (www.ddb.com), we believe in the unreasonable power of emotional creativity to move people, business, and culture. As one of the world's leading advertising and marketing networks, we combine creative excellence with strategic effectiveness to deliver measurable business results.
Our effectiveness is reflected in industry recognition, including 2023 Global Network of the Year by Cannes Lions, D&AD Agency Network of the Year (2021–2023), and #2 in the 2024 Effie Global Best of the Best. We have also ranked as a Top 3 Global Network on WARC for 13 of the last 16 years.
With 140 offices in 60+ countries, we partner with leading brands such as MARS, McDonald's, Molson Coors, Volkswagen, Amazon, Unilever, JetBlue, Adidas, PlayStation, and the
Founded in 1949, DDB is part of Omnicom (NYSE: OMC).
Contact
Press@ddb.com
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SOURCE DDB Worldwide
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