exploring and measuring emotion for qual360
DESCRIPTION
If we want to understand human emotions, research needs to speak the language of the emotional brain. The implicit brain (System 1) processes more than 11 million pieces of sensory data per second and 10 million of these are visual. [By contrast, our verbal brain (System 2) is limited to less than 50 per second.] The brain thinks visually, and always translates abstract concepts in language back to the language of physical experience, which is why metaphors are so pervasive in language - they are the brain's translation toolkit. Emotions also reside in System 1 and are experienced non-verbally too. Emotions are important to understand human goals, which should be the key to success for any brand strategy. The key to understanding emotions is visual thinking. This is a presentation given to Qual360 in Singapore on 2 October 2014.TRANSCRIPT
![Page 1: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/1.jpg)
Exploring & Measuring Emotion: Neuropsychology &
Visual Thinking 2 October 2014
Neil Gains
![Page 2: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/2.jpg)
Divider slide
![Page 3: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/3.jpg)
Divider slide
Divider slide Talking to the emotional brain
• Our brains think visually • Emotions are goal-directed
• Successful brands focus on goals
![Page 4: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/4.jpg)
Does market research use too many words?
![Page 5: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/5.jpg)
The age of the image
![Page 6: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/6.jpg)
System 1 and System 2
11 million bits per second 50 bits per second
![Page 7: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/7.jpg)
Divider slide
Verbal vs non-verbal?
INTIMACY
![Page 8: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/8.jpg)
Divider slide
The blink of an eye
![Page 9: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/9.jpg)
Divider slide
We think visually
![Page 10: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/10.jpg)
Divider slide The brain’s translation
toolkit
![Page 11: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/11.jpg)
Divider slide
Our first language
![Page 12: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/12.jpg)
Divider slide
What is emotion?
“Emo%ons are evolved mechanisms for mo%va%ng behaviour, helping us to seek what we need to survive by guiding us towards what we like and find pleasurable, while avoiding what may be harmful, damaging or painful. Emo%ons are a way to assess and interact with our ever-‐changing environment, taking into account our current needs and past experiences.”
[source: Emo,on: Pleasure and pain in the brain by Kringelbach & Phillips, page 123]
![Page 13: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/13.jpg)
Divider slide
Approach or avoid?
![Page 14: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/14.jpg)
At least 7 independent emotional systems
![Page 15: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/15.jpg)
![Page 16: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/16.jpg)
Divider slide
Emotions guide us to the right behaviours
Self protection
Popular choice
Status
Exclusive choice [source: The Rational Animal by Kenrick & Griskevicius, 2013]
![Page 17: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/17.jpg)
Divider slide
Attention depends on goals
![Page 18: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/18.jpg)
Divider slide
Case study : back story
Back story Category codes
Emotional stories Validation Creative
workshop Experience
design
![Page 19: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/19.jpg)
Divider slide
Why is my advertising campaign not working?
• HK telco client launched first high profile ad campaign for years
• Targeting entrepreneurs, expats, business travel, geeks & others
• Initial indications that performance targets not being met
• “Why is my campaign not working?”
![Page 20: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/20.jpg)
![Page 21: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/21.jpg)
What is the emotional message?
Freedom or destruction?
Independence or arrogance?
![Page 22: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/22.jpg)
Divider slide
Case study : consumer stories
Back story Category codes
Emotional stories Validation Creative
workshop Experience
design
![Page 23: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/23.jpg)
Visual Think Cards capture emotions
![Page 24: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/24.jpg)
![Page 25: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/25.jpg)
Care & connection enable knowledge & creativity
Artist • Create opportunities
Guru • Stay ‘in the know’
Everyman • Stay connected
Caregiver • Secure network
![Page 26: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/26.jpg)
“She looks wild, tough, unconventional, but I prefer to work according to the rules” (business travel)
“Is this a hair or salon ad?” (entrepreneur)
“She is tough, not friendly and hard rto get close to. I wouldn’t want to be like her, she is not attractive.” (entrepreneur)
“I don’t get what it means by ‘creating doors to open’” (geek)
“I can relate to this, and I think the visual looks cool … It looks like a fashion ad, you can’t understand it without the text, and I’m not sure how to connect it with 1O1O.” (business travel)
“She is a cross of rough and polite, rebellious, individualistic. I don’t want to be like that. She is unique but isolated and cannot easily connect with others.” (geek)
![Page 27: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/27.jpg)
Divider slide
Case study : quantitative segmentation
Back story Category codes
Emotional stories Validation Creative
workshop Experience
design
![Page 28: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/28.jpg)
Target customers want understanding to help them create impact
0
20
40
60
80
100 WARRIOR (COURAGE)
ARTIST (CREATIVITY)
EXPLORER (DISCOVERY)
REBEL (DISRUPTION)
JOKER (FUN)
SEDUCER (INTIMACY)
EVERYMAN (BELONGING)
CAREGIVER (CARE)
IDEALIST (TRADITION)
RULER (CONTROL)
GURU (KNOWLEDGE)
CATALYST (CHANGE)
HK general Target segments
![Page 29: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/29.jpg)
What do customers want to feel? A blend of knowledge & change agent
![Page 30: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/30.jpg)
![Page 31: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/31.jpg)
Divider slide
Divider slide Emotions speak in pictures
• Our brains think visually • Emotions are goal-directed
• Successful brands focus on goals
![Page 32: Exploring and measuring emotion for Qual360](https://reader033.vdocuments.net/reader033/viewer/2022051609/547e6ae8b47959ac508b4b84/html5/thumbnails/32.jpg)
Thank You www.tapestryworks.asia