Paris, FR (PRWEB) January 06, 2012
Biofortis Sensory & Consumer has developed Sense' n Feel, a cross cultural and non-verbal method which measures the emotions of consumers to company brands and products. Emotions are key drivers in purchasing decisions and understanding how consumers process their feelings to choose one brand over another provides highly useful information to product development and marketing teams.
Liking, satisfaction, agreement, usability, and efficiency, are common metrics used in consumer research studies. But are they enough? Is information missed? Have these type of consumer tests crested?
The Sense' n Feel methodology utilizes picture boards to measure emotions once during a single product exposure. Eleven boards consisting of 9-11 pictures are used to arouse one or several main emotions (7 positive emotions, e.g.: joy, surprise, curiosity, and 4 negative ones, e.g.: anger, sadness). As part of a qualitative study, the emotional content of research participants was validated. Nearly 1,300 naive consumers from three continents -- Europe (France, Germany, Italy, UK), America (USA and Brazil) and two Asian countries (China and Japan) -- were surveyed.
Data revealed some emotions are more cross-cultural than others, indicating a stronger cultural anchor:
· 5 cross cultural boards validated in the 8 countries (e.g., surprise, curiosity)
· 3 cross cultural boards can be used in some of the countries (e.g., desire)
· 3 boards impacted by culture (e.g., anger).
This new emotional measure is free of language impact and easy to implement in international qualitative and quantitative consumer studies.
Selected by scientific experts and presented during the two last Pangborn symposiums (Florence, July 2009 and Toronto, September 2011), Sense' n Feel is a reliable and accurate method designed expressly for market research.
Sylvie Danilo, Biofortis Sensory and Consumer - Adriant Senior Project Manager, noted: "Measuring inner emotions is the new way to manage brands to get closer to the users. Indeed, the purchasing process has nothing to do with a rational choice. Emotions can be implemented in the mix marketing for a product launch, a repositioning, or a benchmarking with competitors."
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