WHAT IS ADSAM®
ADSAM® uses a nonverbal, cross cultural, visual measure of emotional response based on the Pleasure, Arousal and Dominance (PAD) theory of emotion.

Non-verbal/Visual. The measure consists of a graphic character arrayed along three different scales: Pleasure (measures the positive/negative aspect of the feeling), Arousal (measures the level of intensity or involvement in the feeling) and Dominance (measures the degree of empowerment the respondent feels).

The measure eliminates verbal bias associated with commonly used adjective checklist and semantic differential scales. This measures ensures a reliable assessment of the immediate emotional response to research stimuli, bypassing rational evaluative processes.

Effective cross culturally. The measure taps into the core of the human emotional reactions around the globe. Except for the brief instructions ADSAM® requires no translation. All emotional reactions are combinations of the three core human emotions, and universal to all people. The measure has been used cross-culturally in over 600 proprietary worldwide studies.

Quick and easy to administer and analyze. The visual nature of the measure allows for a quick and accurate assessment of emotional response. In conjunction with the ADSAM® Diagnostic Tools, many stimuli can be assessed and analyzed in a single research setting.

Non-limiting choice model. The ADSAM®'s measure can be used to assess emotional reactions to nearly any situation or stimuli. For example, the measure can be used to assess how employees feel in a particular work environment (situation) or the measure can be used to examine consumer feelings about a particular brand or advertisement (stimuli). The adaptability of the measure and universality of the emotions assessed, enable the ADSAM® system to be applied virtually any area of interest.

HOW IT IS USED
The ADSAM® measure is incorporated into qualitative and quantitative studies as a complement to other measures or as stand-alone test. Once the objectives and stimuli to be measured are established, the ADSAM® scales are easily incorporated into the study questionnaire. One set of scales is used for each stimulus question. It is recommended that the emotional response measure be the first assessment used. This ensures a more reliable measure of the immediate emotional response.

The ADSAM® measure is used to measure the emotional response to a variety of stimuli. For example, in marketing communication research, the emotional response data can be gather for such things as product concepts, advertising (concept and/or finished ads), product attributes, product benefits, brands, logos, tag lines, packaging, music, etc. ADSAM® also can be used to assess emotional response to different purchase options (i.e. retail vs. online), lifestyle issues, product usage situations and other scenarios. In personnel management studies ADSAM® can be used to measure employee satisfaction.

WHY USE ADSAM®
Every human response is a combination of rational and emotional processing. Many traditional methodologies focus more heavily on measuring the rational component of the response. Emotional responses are key factors that are commonly overlooked.

The ADSAM® measure minimizes or eliminates many biases associated with verbal measures of emotion, such as semantic differentials, adjective checklists or verbal self-reports. The measure is also effective cross-culturally and has been used in over 600 proprietary studies worldwide.

Insights into the emotional responses help in developing strategies, identifying drivers for perceptions, attitudes, and behaviors. The emotional response in conjunction with other key measures provides a more complete picture of what is occurring.

ANALYSIS AND CONSULTATION
The PAD scores gathered at the time of a test are submitted to ADSAM® for processing. The results are graphed and analyzed using the ADSAM® Diagnostic tools.

The emotional response scores are plotted on ADSAM® Perceptual Maps and be used to analyze the overall evoked feelings, and the relative relationship of responses across stimuli and audience segments. For qualitative research, scatter plots of individual responses are produced to analyze the degree of consistency in the individual responses.

In quantitative research, ADSAM® Emotion Groups are used to assess the degree of consistency in the overall responses and to identify potential emotional segments. Relationships between the emotional responses and other questions are compared with correlation analyses. The emotional response data is also cross-tabbed with persuasion scores to assess the impact of the emotional response on persuasion.

All of the data is reviewed by experienced ADSAM® analysts and integrated into a report. ADSAM® analysts are available consultation and discussion of the strategic implications.

BENEFITS OF USING ADSAM®'s MEASURE

• Reliable, valid measure of emotional response, quick/easy to administer, cross-cultural, eliminates verbal bias, incorporated into general studies, can be used with any stimuli or situation
• A robust link between intended behavior and the ADSAM® emotional response measure
• Identifying emotional drivers of perceptions, attitudes, and behaviors…. provides a check against rationalization
• Effective in assessing key factors such as: motivation, consistency in feelings and level of empowerment
• Emotional segmentation to assess the difference between audience segments and evaluate their feelings about such things as shopping habits, health concerns, changing lifestyles, basic values, and environmental concerns
• Evaluate feelings evoked by advertisements in relationship to feelings about the brands