ALERT MINDSET IN THE ACTIVE
SPACE – THE SCIENCE
DR AMANDA ELLISON
SENIOR LECTURER AT DURHAM UNIVERSITY (PSYCHOLOGY DEPARTMENT)
AUTHOR OF 'GETTING YOUR HEAD AROUND THE BRAIN'
How do we really feel outdoors?
How do we really feel outdoors?
Existing work and
common sense both
suggest that the out of
home ad viewer is in a
more alert mind-set
Different
mindset
Important
implications for
brands
Today is about a
new scientific
approach used to
prove this theory
The science
More alert, so what?
Why record skin conductance?
Why record eye gaze data?
What did we do?
Recording over a day /
approximately 7 hours
YES, WE ARE MORE ‘ALERT’
Jessica
OOH
At home
140%
120%
100%
80%
60%
40%
20%
0%
T1
-20%
-40%
-60%
T2
T3
T4
T5
T6
T7
T8
T9
T10
T11
James
OOH
At home
60%
40%
20%
0%
T1
T2
T3
T4
T5
T6
T7
T8
T9
T10
T11
-20%
-40%
-60%
CENSORED
Luke
OOH
At home
30%
20%
10%
0%
T1
-10%
-20%
-30%
T2
T3
T4
T5
T6
T7
T8
T9
T10
T11
Rachel
OOH
At home
40%
30%
20%
10%
0%
T1
-10%
-20%
T2
T3
T4
T5
T6
T7
T8
T9
T10
T11
Mair
OOH
At home
30%
20%
10%
0%
T1
-10%
-20%
-30%
-40%
T2
T3
T4
T5
T6
T7
T8
T9
T10
T11
Steve
OOH
At home
150%
100%
50%
0%
T1
-50%
-100%
T2
T3
T4
T5
T6
T7
T8
T9
T10
T11
Significantly more alert OOH
Average level across all observations
160
140
120
100
100
96
77
80
62
60
40
20
0
OOH
Cleaning
Cooking
Watching TV
Childcare the most ‘engaging' activity
Average level across all observations
160
140
137
120
100
100
96
77
80
62
60
40
20
0
Childcare
OOH
Cleaning
Cooking
Watching
TV
Are we more alert OOH?
+ 33 %
Conclusions
We really are different outdoors
…more alert, upbeat and energised
…more responsive to stimulus
…brains are working harder
So what does that mean for advertising…