COG Research worked with the BBC Victoria Derbyshire programme, Changing Faces (a long time client of ours) and Tetherdown School in London to test whether lessons and experience can overcome deep seated prejudice against facial disfigurement.
We have used IAT tests in the past to measure how much unconscious prejudice there is against facial disfigurement, and found that the levels are twice as high than for other common unconscious prejudices (or to be accurate, unconscious negative associations) such as race or sexuality.
We unconsciously find it easier to associate positive values with faces, races or other groups we are ‘comfortable with’, and can more easily associate negative values with other groups.
We tested the 10 and 11 year old children in London before and after a series of face disfigurement exercises: we found they were less negative than adults (11% more negative vs. average 27% for adults in UK), and after the days sessions they were only 1.5% more negative – a fantastic result.
See all about this at BBC Iplayer Victoria Derbyshire 28th November at 9 15: we are hoping to get a copy of video live on our website too.
COG and Exterion had a great night last night at the MRG awards in Warsaw. With stiff competition we picked up the coveted Best Research Initiative paper award for our work on London Underground – the Engagement Zone.
The paper was well received and has generated a lot of interest both in terms of the results and the methodology. We combined Eye Tracking, Desk Research (thanks to Bournemouth University), Skin Conductance, Implicit Testing and Qualitative Interviews to get a really robust picture of how ads work underground.
You can see more about the story at http://www.exterionmedia.com/uk/our-insight-tools/engagement-zone/