Emotional response acts as a multiplier on share of voice, not an alternative to it
PrincipleBrand & Creativity
System1's Star Rating runs from 1 to 5 and functions as an emotional share of voice amplifier: 1 star predicts no growth, 2 modest, 3 good, 4 strong and 5 exceptional growth. It multiplies the Binet & Field finding that market share growth is proportional to 0.05 times extra share of voice.
Source
Fluent Devices Case Study - Creativity & Effectiveness: Developing creative best practice for long-term growth in a multi-platform world (System1 Group) (2019)
System1 Group; Fluent Devices research led by Orlando Wood, IPA Databank effects measured with Peter Field
Slides 4 and 6, System1, building on IPA Binet & Field 2013
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