Innovative Research Solution Assesses Impact of Emotional Connections on Consumer Behavior

Gongos and Associates E-C Technique, an innovative research solution that assesses the impact of emptional connections on consumer behavior, was introduced at two professional forums in October.

Bloomfield Hills, MI (PRWEB) November 3, 2004 -- Gongos and Associates introduced a new research solution at two professional forums last month-The Sawtooth Software Conference and the Institute for International Researchs Market Research Event. On October 27th, Camille Nicita, Vice President of Qualitative Research, and Bill Thomas, Vice President of Quantitative Research, spoke on Quantifying Emotional Connections: Assessing the Impact Emotional Connections Have on Your Business at The Market Research Event in San Francisco.

The Gongos E-C Technique is a ground-breaking methodology that combines qualitative and quantitative research techniques to measure the impact of soft elements (such as underlying emotional connections and brand associations) on purchase considerations. Emotional connections are consumer-identified emotions and values connected with a product or brand. Up to 95% of consumer decision-making actually takes place in the sub-conscious while most marketing research efforts focus on exploring the very rational component of consumer decision making. This methodology taps into consumers less conscious motivations and identifies the real" and often missed drivers related to purchase and affinity toward a product category/brand.

This technique identifies the personally relevant role a brand or product plays in the consumers life and then explains the potential business impact of that information. Our methodology doesnt stop at simply identifying emotional connections, so we achieve more actionable insights," stated Bill Thomas. The methodology quantifies" results, enabling us to project the emotional connections relevance to a statistically significant population, which allows us to identify the biggest drivers in the marketplace," he said.

Use of this methodology can identify unclaimed space in the marketplace and help to explain how emotional connections impact purchase decisions. Applications range from new product development and product positioning/re-positioning to marketing, advertising and understanding brand essence.

Senior Project Directors, Paul Curran and Greg Heist, presented the Gongos E-C Technique, an innovative methodology combining qualitative and quantitative research techniques, to colleagues at the Sawtooth Software conference in early October. The feedback was overwhelmingly positive," said Paul Curran. The Discussant introduced our presentation to the conference as breaking new ground in the area of discrete choice analysis and quantitative research," added Greg Heist.

About Gongos and Associates

Founded in 1991, Gongos and Associates is a full service marketing research firm providing expert quantitative and qualitative research for a wide range of industries including:

•    Airline Services

•    Automobiles & Features/Components

•    Boats/Marine Products

•    Consumer Packaged Goods

•    Food Products

•    Medical Devices

•    Pet Products

•    Retail Services

•    Technology/Consumer Products

•    Telecommunications Services

Gongos and Associates helps clients create new products, develop and enhance existing products, and provide information to support product placement in the marketplace. All aspects of research are executed in-house.

Gongos and Associates utilizes advanced technology to gather information efficiently and cost effectively. The firm features GongosOnline Internet capabilities and wireless handheld GoCart technology for real time, rapid data collection. For more information, visit www.gongos.com.

About The Market Research Event

Sponsored by The Institute for International Research, The Market Research Event is an annual forum featuring key trends, best practices and the latest technologies in the marketing research industry.

About The Sawtooth Software Conference

The Sawtooth Software Conference is an annual conference with practitioner-oriented focus and depth in the fields of conjoint analysis, segmentation, and data collection/analysis.

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