 |
|
|
|
BETTER METHODS
Because the experiEmotive® model recognizes experiences, cognitions, and emotional motives as the key components that drive consumer behavior (with emphasis on emotional motives), it is important to use methods that effectively assess these components. Furthermore, effective assessment depends upon a deep understanding of the nature of emotions and feelings and how they operate to produce consumer buying behavior.
For the purpose of effective emotional research, the following table associates critical aspects of emotions and feelings (on the left) with how experiEmotive® analytics methodologically addresses them (on the right).
| Are largely unconscious (which means that they often operate below one’s level of awareness so people can’t always tell you how they are feeling). |
Uses techniques that mine the unconscious and circumvent rationalizations and defenses (like projectives, hypnosis-interviewing, psychodrama, and misattribution or implicit association). |
| Are often private experiences and people are reluctant to communicate them directly (which means that people don’t always tell you how they are feeling). |
| Are environmentally specific (which means that that are triggered by contextually specific events). |
Conducts or partners to conduct naturalistic observation (a.k.a. ethnography) and works context into questions. |
| Are immediate reactions (which means that they impact behavior at the instant they are triggered). |
| Are imperfectly memorized (which means that people don’t always remember how they were affected emotionally). |
| Are activated by beliefs, attitudes, and values (which means that it is important to associate them with these “cognitions”). |
Always assesses the beliefs, attitudes, and values associated with emotions and feelings. |
| Are anatomically and physiologically expressed (which means that they “show up” nonverbally in our bodily reactions). |
Can partner to use physiological devices and techniques that indicate emotional arousal (like facial coding, GSR, electrocardiogram, and EEG). |
Many companies use traditional methods like focus groups, online surveys, and telephone interviews to elicit information about emotions and feelings. But, when traditionally conducted, these methods have flaws when it comes to seeing actual experiences and discovering emotional motives that lie deep below the conscious surface.
By using the methods outlined in the table above, experiEmotive® analytics provides more effective emotional research about what drives consumer buying behavior.
|
|
|
|
|
