The Bravery Index is a proprietary tool I led the creation off at Brave. To underscore our propisition of ‘de-risking creative bravery’, this tool used biometric measurement to help brands understand the effectiveness of their advertising.
The famous Les Binet IPA paper, ‘The Long & Short Of It’ highlighted the effectiveness of emotional advertising, but brands still faced the challenge of determining which of their work would trigger an emotional response from consumers. As it currently stands, brands turn to focus groups and surveys to ask people, but this method is incredibly flawed. As Daniel Kahnemann explained in his book ‘Thinking Fast & Slow’, decision making is largely done by system 1 thinking, but focus groups and surveys ask people to justify their decisions using system 2 thinking, which results in them post rationalising and making things up.
The Bravery Index aims to by pass this process, and instead of asking them to post-rationalise their reaction, we can directly measure it using a combination of biometric methods. This helps our clients make braver decisions that will grow their brands and improve their ROI.
This has become a core part of Brave’s offering and is used on a daily basis on client briefs, new business approaches, and thought leadership.