“Mirror, mirror on the wall, who’s the fairest of them all?”
Models, bloggers, editors, the Fashion world is abundant in beautiful, charming and stylish women and men.
Most of them are intensively producing original contents shared on social media platforms such as Twitter and Instagram and most of them are paid significant amount of money by brands looking to pop up in a cluttered environment.
Every fashion week we may appreciate hundreds of thousands of contribution generated by professionals and amateurs shooting in the streets or in location.
And some of them show remarkable level of engagement, meaning likes, comments and shares.
Still, a question remains without an answer: what the audience actually sees when looking at those pictures? What they do actually like of comments: the brands, the products or the subjects?
Do brands get what they pay for or do they simply put their money on a best guess or, worst, because everyone in the industry does so?
To come up with a solution to the problem about the issue there are at least two ways: to ask to individuals what they have seen or to go through neuroscientific research. We chose, with our partner Brain2market, the second option and tested 40 pictures versus a panel of women of different countries.
WHO posted WHAT shot, WHERE and WHAT the designated audience really saw Publisher, Content, Context are the three main areas of investigation to understand if a post was successful or not for the audience. Through EEG, we measured the Engagement (the emotional interest in a picture) and the Excitement (the positive reaction to the picture). Furthermore with the Eye Tracker we spotted which parts of the pictures attracted the attention of the panel.
And the winner is, well let’s say that there are winners and losers of course and not necessarily the ones we may expect.
Download the research to discover results