“We’ve had all the traditional measures of number of door-swings and monthly and quarterly checks on brand equity scores, particularly versus our competitors. But we’ve never had a look at what’s the emotional response of a well told story. We’re measuring the efficacy of TV advertising with a company called …

"We have been extremely pleased with how the technique has helped us to evaluate our adverts, identifying relatively small adjustments that can make big differences to advertising efficiencies. And, in reality, ads we have tested using this approach have performed very well in the real world.”