Kantar company, Millward Brown, has put the UK's top supermarket
Christmas crackers to the test to decide once and for all, which
crackers have the funniest jokes. Using facial coding
technology, the team has been able to identify which cracker gives
you the biggest laugh for your money.
Supermarkets Morrisons, Asda, Waitrose, Sainsbury's, Tesco and
Aldi's own brand crackers were put to the test using Millward Brown
and Affectiva's Facial Coding analysis tool which records
participant's faces while they watch ads (or in this case, watch as
the joke is flashed up on screen), and automatically codes the
viewer's facial expressions. Importantly in this case, this
includes the size of their smiles.
The research found that Waitrose had the funniest joke of
all those tested, but hot on their heels, was Aldi, who were deemed
to have the most consistently funny jokes hidden in their crackers.
Tesco crackers scored lowest on the smile factor, whilst Asda jokes
scored the highest on 'groan' factor.
Top Five UK Supermarket Christmas Cracker Jokes of 2013:
1. Waitrose: What does a clock do when it's
hungry? Goes back 4 seconds
2. Aldi: What do you call a dog with a bunch of
daisies on its head? A Collie-flower
3. Aldi: On which side do chickens have the
most feathers? On the outside!
4. Asda: How do monkeys make toast? Put some
bread under the gorilla!
5. Morrisons: Why was the computer so tired?
Because it had a hard drive!
The research involved 200 participants between the ages of 18
and 60. Each person was shown a series of jokes from a selection of
crackers from the supermarkets tested. The results are based on how
much each person smiled, based on Facial Coding metrics, as the
punch line was revealed.
To find out more visit the Millward Brown website.
Source: Millward Brown