experiEmotive Analytics Develops Innovative Telephone Interviewing for Emotional Branding - Lets Companies See How Consumers Unconsciously Feel about Their Brands

experiEmotive analytics has developed a new telephone interviewing technique that, compared to traditional telephone interviewing, improves investigation of people's emotions and feelings. This can help companies more accurately, more easily, and more cost effectively understand their brands' emotional strengths and weaknesses.

ST. Louis, MO (PRWEB) May 11, 2005 -- More and more the marketing world is recognizing that peoples emotions and feelings significantly drive their purchase decisions. Experts have made this clear in books such as The Marketing Power of Emotion (OShaughnessy and OShaughnessy, 2003); Emotional Marketing: The Hallmark Way of Winning Customers for Life (Robinette and Brand, 2001); Emotional Branding: The New Paradigm for Connecting Brands to People (Gobe, 2001); and Emotional Branding: How Successful Brands Gain the Irrational Edge (Travis, 2000).

Inspired to help marketers leverage the power of emotions, experiEmotive analytics has recently developed a telephone interviewing technique that addresses what has been a challenge in properly exploring emotions and feelings for marketing purposes. Common marketing research techniques like focus groups and traditional telephone interviews have been criticized for only revealing emotions and feelings on a common-sense or vernacular level, not taking into account the fact that emotions and feelings operate in large part unconsciously. For example, in his 2003 book How Customers Think: Essential Insights Into the Mind of the Market, Gerald Zaltman says, Fixed-response questions, in particular, wont get at consumers most important thoughts and feelings if the manager or researcher has not first identified them by penetrating consumers unconscious thought." Zaltman later says, ... [focus groups are not effective when developing and evaluating new product ideas, testing ads, or evaluating brand images. Nor do they get at deeper thoughts and feelings among consumers."

Zaltman later says, ... [focus groups are not effective when developing and evaluating new product ideas, testing ads, or evaluating brand images. Nor do they get at deeper thoughts and feelings among consumers.

said Mr. Conner. For instance, I was surprised to see how angry and threatened certain people felt about one brand of bath soap, but how nurtured and secure they felt about another.

Why is this important and what does it do for clients? Addressing these questions, Paul Conner, CEO (Chief Emotive Officer) of experiEmotive analytics, says, Research in many areas of study is finding that our decisions and behavior are strongly, if not exclusively, dictated by our emotions and feelings. So correctly measuring them is critical. Brand managers who have an intimate understanding of their brands competitive emotional profile -- that is, how people feel about their brand versus their competitors brands -- will be better equipped to design and market their brand so that people feel better about it."

experiEmotives Emotional Profiling technique is new and ready for use. The steps in conducting an Emotional Profiling study using this technique include:
• Pre-recruiting respondents online based on client specifications;
• Collecting brand preference information online during the pre-recruiting survey;
• Having qualified respondents call an 800 number to complete a 30-minute automated telephone interview.

During the automated telephone interview, respondents answer questions in a relaxed alpha state of mind, relating their feelings toward the targeted and competitive brands in customized situations. For instance, respondents may share how they feel about a brand when they hear about it, when they think about it, when they see it, when they imagine buying it, or when they imagine using it.

Tests of the technique have resulted in smooth, easy interviews for respondents and promising data that can differentiate brands from the standpoint of how people feel about them," said Mr. Conner. For instance, I was surprised to see how angry and threatened certain people felt about one brand of bath soap, but how nurtured and secure they felt about another."

Sample sizes, the number of brands explored, and costs vary for each project and are customized based on client needs.

experiEmotive analytics is a consumer research company that specializes in discovering the experience-to-emotional motive chains" that drive consumer behavior. Discovering these chains enables more effective emotionally-fueled marketing, particularly product designs, brands, positionings, advertising, and sales and customer service approaches. To learn more about experiEmotive analytics visit www.experiemotive.com.

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emotional research emotional marketing emotional branding consumer emotions

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