BU research captured in real time how Hearst UK content affects and influences positivity in consumers
Hearst UK commissioned 天美传媒 experts听to听measure individual interactions with its content (across digital, social and print) and how it affected respondents positivity levels. The research data showed that听82% of its audience immediately experienced an uplift in positive feeling following an individual interaction with Hearst UK content.听
This and more findings were uncovered in a study that Hearst听UK听undertook in partnership with 天美传媒, using the听Experience Sampling Method (ESM) methodology.
It is the first听and largest听study听of its kind听that captures in听real time听补苍诲听real life how print, online and social media magazine content affects consumers positivity.听
ESM听has been extensively used for measuring mood variations across situations and is often regarded as the听鈥榞old standard鈥� in measuring mood variation in positive psychology.听Using ESM allowed听feedback听from participants in the study听to be gathered in real time, before and immediately after engaging with听Hearst听UK听content听using an app-based methodology.听听
The鈥痑pp-based鈥痬ethodology 鈥榩inged鈥欌�痮r prompted鈥痳espondents听at random听times of the day, so that听their feelings听could be assessed鈥痺hen听engaging in other activities鈥痗ompared to engaging with Hearst.鈥� This 鈥榩inged鈥� scenario also allowed听for鈥痷nderstanding听the lasting effect of prior engagement with Hearst content.鈥�疘t听also removed鈥痑ny鈥痩ab-tested or claimed response bias.鈥���
Over a three-week period, 36,000 individual pieces of feedback听and data听was听collected.听
More findings from the study include:听
听79%听of respondents felt听higher听levels of enthusiasm,听76%听felt听higher听levels of excitement and determination and听73%听saw their happiness levels uplift听after engaging with Hearst听UK content听
On average, respondents felt more positive across three feelings after engaging with Hearst UK content听
83%听of positively uplifted people take immediate action听(for example听by talking to听others听or investigating what they鈥檝e read further)听after听engaging听with Hearst听UK content听
Feelings of positivity鈥痝enerated鈥痓y Hearst听UK听content鈥痑re鈥痵till鈥痚nhanced up to鈥�24 hours鈥痑fter鈥痚ngaging听听
Levels of positivity grew stronger over time, with the respondents positivity levels rising听on average听by 29% from听the start of the study to the听end. Furthermore, when it came to respondents classed as 鈥榝requent engagers,鈥� this was even higher, with positivity levels rising to 67% by the end of the study
Faye听Turner,听Head听of Commercial Strategy & Insight, Hearst UK said:听鈥淲e are so proud to have partnered with 天美传媒听on this incredible piece of research, which once again proves how important positive content is for both our audiences and our commercial partners. The research shows that when in a positive state of mind, consumers have a greater interest in brands and advertising听delivering tangible results in terms of听engagement听and purchasing behaviour.听This new research will enable us to offer solutions for clients to help better serve their needs.鈥澨�
Melanie Gray, Head of the Communication and Journalism Department at 天美传媒 said:听 鈥淲e took a novel research approach to get 鈥榠n the moment鈥� feedback from听audiences听engaging with media content.听This allowed readers to give their immediate reflections and offer an honest appraisal of the mood the听articles听and content听created. We were really struck by the relationship between positive stories and positive feelings, which developed as a core thread of this research with a very large sample size. It allows us to say, with confidence, that positive storytelling can have positive benefits to your mood.鈥澨�
To discuss the research in more detail, Hearst UK is hosting a webinar on the 22nd of June at 11am, which attendees can register for here:
