Three concepts. One evaluation.

The challenge

Before going live, the campaign needed to know how its visual concepts were read.

The Ministry of Housing was preparing communication for the Sueños Techados programme. There were three unpublished concept images, and the question was which one best communicated the programme and which emotions each one triggered.

In institutional communication credibility matters as much as aesthetics: the study had to separate what builds trust from what reads as noise.

How we approached it

Contrast what people say with what their brain activity records.

1. Focus groups. Two moderated sessions of about an hour, one with seven women and one with seven men, evaluating the three concepts.
2. Biometric measurement. Individual EEG recordings to compare responses to the images.
3. Cross-analysis. A joint reading of perceptions, emotions and signals for each concept.
4. Recommendations. What to keep, what to adjust and what to avoid in the creative execution.

From house to home

In both groups the image showing the outcome —a beneficiary with her delivered home— was preferred: it does not ask viewers to infer, it shows. Participants distinguished between a house and a home, and asked for less ornament, more evidence and a clear way to verify and apply.

According to the biometric report, that image was associated with emotional processing and relief, while the construction image drew more attention, but with tension.

The idea on the street