AdSAM® utilizes a non-verbal, visual technique to accurately tap into the core of the human emotional responses.

What is AdSAM?

Understanding emotions is vital to understanding people. Every decision is a combination of rational and emotional factors, and emotion has been shown to be the driver of behavior and preference. Do you understand your target’s affective state? If not, you are missing the biggest piece of the puzzle. 

AdSAM® will help you understand the impact of emotions.

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AdSAM Deliverables

Perceptual Maps

These maps plot the average pleasure and arousal and dominance scores. Typically, there is a dot for feelings about one or more mean reactions different questions or changes in feelings.

Emotion Groups

Emotion Groups is a big-picture descriptive tool for interpreting cluster results. The deliverable shows what percentage of respondents are within each of the nine Emotion Groups and also feature the emotions that best characterize how the individuals within each group feel.

Emotional Strength

This index is based on a weighting of 5 prominent emotion groups: Interested/Excited, Pleased but Unmotivated, Warmly Accepting, and Ambivalent. The result is a standardized emotion strength index permitting comparisons between different questions.​.

Temperature Gauges

The emotional temperature ranks emotional strength for different brands, segments, etc. A formula is added to the emotional strength to create an index that makes the different elements comparable.

Emotion Profiles™

A method for summarizing why respondents feel the way they do. Specifically, verbal and written responses are organized by how respondents’ felt about a particular topic. For example, why individuals felt Ambivalent about a topic, while others felt Interested/Excited about a topic.

The Sweet Spot

This is a key benefit beyond the visual comparison of dots and plots. This allows our clients to set emotion targets.

"Let's increase confidence in the advertising industry and encourage those within the industry to take ownership in providing positive solutions for moving forward."


Emotions Measured


Peer Reviews Published


Respondents Surveyed


Clients Helped