What really happens to consumers when they see cats in ads

With the help of Sensum, the emotional response technology company, Marketing decided to put Three's "Sing it Kitty" ad to the test.

Hooked up to measure her emotional responses, our volunteer Charlotte watched three ads, including those featuring Comparethemarket.com's 'Baby Oleg' ad and McVities' puppies.

Gawain Morrison, chief executive and co-founder of Sensum, talks us through the results and what they mean.