HEART SCORE KEEPS OUR FINGER EVEN MORE ON THE NATION'S PULSE

Emotionally connecting with consumers has never been more relevant than in the current global crisis. So we’re pleased to announce the launch of our new measurement and evaluation tool, the Heart Score. Run in partnership with data and insights firm delineate, this bespoke consumer sentiment matrix will both inform client strategies and then measure their results across eight key consumer engagement points.

Tracking everything from brand love to preference and advocacy, the Heart Score combines with our standard message penetration analysis to provide our clients with a market-leading matrix to understand how and where their money is working best for them.

And, crucially, in the current climate, it includes a Covid-19 Impact Tracker to measure the impact of the global public health crisis on consumer attitudes, shifts in demand and buying behaviours. The Impact Tracker is telling us that 83% of UK adults still want to hear from brands during the crisis – and not just food, beverage and cleaning brands, but also toiletries/cosmetics, medicines and treatments, technology, clothing/footwear and financial services brands. And it’s telling us how consumers want to be spoken to, as well. Helpful support and advice is welcomed by 65%, as you’d imagine. But British humour means that nearly half (46%) want funny, light-hearted or entertaining content from brands, rather than anything too serious.

The Heart Score can also be applied to B2B audiences as well as employee engagement programmes, which means we can create comms strategies that adapt to the ever-changing landscape.