Emotions have been a hot topic in the advertising world for some time now – with many commentators seeking to draw distinctions between 'emotional' and 'rational' campaigns, usually to the detriment of the latter.

The Ipsos ASI approach to ad evaluation is to judge a campaign by consumer response and the resulting impact on the brand  - put simply, the first thing you need to assess is whether advertising works.

However, once you have done this, it is critical to understand how advertising works. This is where measurement of emotional response comes in. Emotional response is an essential element of the 'creative DNA' of advertising. This article explores how we get an understanding of how ads make you feel.