targeting emotions to improve the user...
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THE FORBES CONSULTING GROUP © 2016 – CONFIDENTIAL - NOT FOR DISTRIBUTION 1THE FORBES CONSULTING GROUP © 2016 – CONFIDENTIAL - NOT FOR DISTRIBUTION
The Power of NowTargeting Emotions to Improve the User Experience
Seth DeAvila - June 13, 2016
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AGENDA
BACKGROUND Emotions & Market Research
EMOTIONAL CONNECTIONS
CASE STUDIES• Travel• Health & Beauty
Q&A ?
What We’ll Cover Today…
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Emotion provides the energy behind virtually every behavior we engage in, every day of our lives.
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Levels Of Consciousness
10%
90%
SUPER EGO
EGO
ID
CONSCIOUSNESS
PERSONAL UNCONSCIOUS
COLLECTIVE UNCONSCIOUS
COLLECTIVE UNCONSCIOUS that can never be made conscious
FREU
D
JUN
G
LEVELS OF CONSCIOUSNESS in
MARKETING RESEARCH
TRADITIONAL “SYSTEM 2” QUAL AND
QUANT
NEW “SYSTEM 1” TECHNIQUES
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SYSTEM 1 VS. SYSTEM 2 THINKING
SYSTEM 2: “Slow”
DEFINING CHARACTERISTICSDeliberate & Conscious
EffortfulControlled Mental Process
WITHSELF-AWARENESS OR CONTROL
Logical + Skepical
ROLESeeks New/ Missing
Information Make Decisions
SYSTEM 1: “Fast”
DEFINING CHARACTERISTICSUnconscious
EffortlessAutomatic
WITHOUT SELF-AWARENESS OR CONTROL“What You See Is All There Is”
ROLEAssess the Situation
Deliver Updates
Source: Daniel Kahneman, Thinking Fast And Slow (2011).
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NEUROLOGICAL
3 Types Of System 1 Techniques BIOMETRICS INDIRECT MEASURES
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Five Types of System 1 Metrics
VALENCE
MEANINGBRAIN
ATTENTION AROUSAL
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BIOMETRICS
EYE TRACKING
FACIAL EMG, PUPILLOMETRY
VOICE PITCH ANALYSIS
FACIAL CODING
GALVANIC SKIN RESPONSE, HEART RATE, RESPIRATION,
MOTION
ATTENTION
VALENCE
AROUSAL
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NEUROLOGICAL
Hemispheric Asymmetry (L +, R -)
Note: fMRI, SPECT, NIRS, PET are primarily of academic interest – very expensive, requires tremendous level of expertise, and interpretation is questionable
PET & NIRS
Attenuation of Alpha Wave
Good temporal resolution
EEG & MEG (magneto-encephalography)
fMRI & SPECT
ATTENTION
VALENCE
BRAIN
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INDIRECT MEASURES
Outer Peace
Indulged
• How do consumers want the product experience to feel?
• What are consumers currently experiencing or wanting to experience?
EXPERIENTIAL ASSESSMENT
• What are the associations consumers have with your brand?
IMPLICIT ASSOCIATION TEST & AFFECTIVE PRIMING
• Unmet emotional needs
• Emotional drivers of brand choice
• Emotional assessment of marketing stimuli
ACHIEVEMENT
Victorious, Successful
Less….Defeated, Failure
MOTIVATIONAL ASSESSMENT
• Word stem completion
• Free association
• Narrative structural analysis
• Content analysis
CLINICAL PSYCHOLOGICAL
TECHNIQUES
MEANING
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CO
NTR
OLL
AB
LE
MORE
LESS
FEELINGS THOUGHTS
EXPLICIT MEASURES
OF EMOTION
FMRI
FACIAL CODING
HEART RATE
ELECTRODERMAL RESPONSE
EXPLICIT MEASURES OF BELIEFS
EEG
AFFECTIVE PRIMING
EXPLICIT MEASURES
OF ATTITUDES
The Landscape of MarketingResearch Techniques
SYSTEM 2
SYSTEM 1
IMPLICIT ASSOCIATIONS
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Our Two Approaches To Understanding Emotional Connections
What are the emotional motivations that lead consumers to use a particular product or brand?
How would consumers describe the emotional experience of using that product or brand?
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Two Different Questions about Emotional Connections to a Brand
Why does someone go to DISNEY?
How does it feel to be at DISNEY?
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Barriers to Emotional Insight
WON’T SAYWhen respondents
are unwilling to talk about their feelings
CAN’T SAYWhen respondents
are unable to articulate or don’t know how they
feel
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Patented Access To The Emotional Brain
“The earliest stage of emotional reactions takes place [at] about five hundred milliseconds… [this] …sits between the couple of hundred milliseconds we require to be conscious of a pattern and the seven or eight hundred milliseconds
we need to process a concept.”- Antonio Damasio, Self Comes to Mind, 2010
200 MS 800 MS500 MS
THE EMOTIONAL DISCOVERY WINDOW
RECOGNITION . . . . . . . . . . . . . . . EMOTIONAL REACTION . . . . . . . . . . . . INTELLECTUAL REFLECTION
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A Periodic Table of Emotional Motivation
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A Comprehensive Model of Experiential Emotions
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Globally Validated Emotional Images
MINDSIGHT® IMAGE
LIBRARIES
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Case Studies
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HOTEL Y
• A mid-size hotel chain was interested in understanding the
emotional experience of guests staying at their properties
• An in-person survey was completed among people who were
staying at the hotel (non-business trip for at least two nights).
• "Staying at Hotel Y in [LOCATION] makes me feel…"PRIMINGSENTENCE
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"Staying at Hotel Y in [LOCATION] makes me feel…"
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How Do Hotel Y Guests Feel About Staying There?
INTIMACY (FAMILIAL)
INDULGENCE
ADVENTURE
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Indulgence
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Intimacy- Family
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Adventure
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The Hotel Y Guest Experience
INTIMACY (FAMILIAL)
INDULGENCE
ADVENTURE
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SO WHAT?
Experiential Discovery identified the emotions at play when visiting Hotel Y, providing an emotional blueprint to develop
brand positioning and communications.
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THE SHAMPOO FRAGRANCE EXPERIENCE
• A health and beauty manufacturer wanted to uncover the
emotional experience of their shampoo scents
• In-person surveys were conducted among female shampoo
users, who were provided fragrance samples to smell while
completing the survey
• "Using a shampoo with this fragrance makes me feel.." PRIMINGSENTENCE
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Shampoo Fragrance
INTIMACY (SENSUAL)
WONDER
SERENITY
REJUVENATION
Fragrance C
Fragrance G
Fragrance T
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Rejuvenation
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Intimacy (Sensuality)
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Serenity
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Wonder
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Top Experiences for Each Fragrance
Fragrance C Fragrance G Fragrance T
Rejuvenation
Intimacy - Sensual
Serenity Wonder
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SO WHAT?
Identifying experiential fragrance profiles of the fragrances enabled client to begin building a library
of fragrance emotions to be leveraged in future product development efforts.
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SYSTEM 1 TECHNIQUES AND APPLICATIONS
STRATEGY1. CONCEPT TESTING2. BRAND EQUITY3.
CREATIVE EVALUATION4. CUSTOMER EXPERIENCE5.
/ Implicit
Facial
Eye
Tracking
Facial / Implicit
Facial
GSR / EEG
Eye Tracking
Facial
GSR / EEGEye
Tracking
Facial
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EXPLORATION IMPLEMENTATION
Mindsight® Across The Product Lifecycle
Create emotionally impactful & persuasive
brand positioning
Assess & strengthen the emotional connection to your brand
Explore reasons for category involvement &
needs to be fulfilled
Communicate compelling emotional promise
Understand segment emotional motivation
Pinpoint optimal communication
elements to align with the brand
Uncover the emotional aspirations and
frustrations in the journey
CATEGORY EXPLORATION
BRAND AFFINITY & EMOTIONAL BRAND ESSENCE
CUSTOMER EXPERIENCE
CONCEPT/AD TESTING MESSAGING
POSITIONING
SEGMENTATION
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EASYNo specialized recruiting
or hardware
FAST
Less than 10 minutes to run
AFFORDABLE
Does NOT cost more than projects without MindSight®
MindSight® BenefitsWORKS
WITH MOBILE
“In the Moment”
GLOBAL REACH
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Try It Out…
TINYURL.COM/IIEX16ED
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Thank you.
Seth DeAvila
Senior Research Director
617.449.4449 | office