Category Analysis Infographics
Brainsights Data & Adobe Illustrator
Brainsights Category Analysis Infographics highlight macro trends in advertising communication for a particular industry. To do this, I pulled a sample of ads with the associated meta data and consumer brain data from the last year from our database. The objective is to understand how advertisers communicate in a specific industry, and what consumers actually respond to. By comparing advertisers’ ‘Share of Time’ to consumers ‘Share of Mind’ Brainsights is able to highlight both the discrepancies and areas of opportunities for marketers.
Based on Tree Map graphs, each element has a hierarchical relationship to one another. The overall shape represents the amount of time the industry spends advertising. Each theme used within the categories advertisements has its own box. The box size represents the Share of Time advertisers use for that given theme. For instance, in the Retail Analysis the largest box, Lightheartedness was found in approximately 90 total minutes of the ads we analyzed. The brightness of colour represents the Share of Mind. The brighter the colour the stronger the consumers resonance is to that theme. Each theme has been mapped across Brainsights’ three key metrics of Attention, Connection and Encoding to highlight overall consumer neural response.