(Note: Paul Conner of experiEmotive® analytics will be presenting the Samsung/Sony Emotional Profiling Study as a poster at the 2010 Advanced Research Techniques [A/R/T] Forum in San Francisco, June 5-7. Stop by and visit!)
Quantitative Emotional Profiling (EP) - Using our proprietary quantitative Emotional Profiling technique (adapted from implicit assessment approaches in cognitive and social psychology), we can measure how much your target feels specific feelings about your and/or your competitors' brands (or other marketing content).
Our EP studies assess both explicit feelings (i.e., those that people are aware of and willing to share), but also, and most importantly, implicit feelings (i.e., those that people are not aware of or unwilling to share).
Assessing implicit feelings differentiates our approach because implicit feelings are not assessed using traditional techniques. And implicit feelings can and do affect brand preference and purchase!
Furthermore, our EP studies include driver analyses to indicate which emotions (both explicit and implicit) most impact purchase interest or brand preference.
An example of an Emotional Profile chart you will receive in an EP study is as follows:
The Emotional Profile consists of four standardized measures indicating how respondents "feel" about your brand.
- An Overall Emotionality Score (e.g., +120) which indicates the strength and direction of people's overall feeling toward your brand.
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A Total Score for each emotion (e.g., 83 for Excited), which indicates the degree to which people feel this overall as they see your brand.
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An Explicit Score for each emotion (e.g., 39 for Excited), which indicates the degree to which people feel this consciously as they see your brand.
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An Implicit Score for each emotion (e.g., 44 for Excited), which indicates the degree to which people feel this unconsciously and/or automatically as they your brand.
In addition to providing this descriptive Emotional Profile, driver analyses are conducted. Using regression-based statistics, these analyses show the impact of each of the emotions on your brand's purchase and/or preference; explicitly, implicitly, and in total.
You'll find your brand's Emotional Profile distinct, extremely valuable for directing marketing efforts toward the most impactful emotions, and suprisingly affordable!
(For an example of an actual EP study, see the Samsung/Sony Emotional Profiling Report in the Full Research Reports section of our website.)