We can get solid, actionable insight into consumers’ emotions without breaking the bank on fancy approaches that over-promise.
Boston, MA (PRWEB) June 09, 2015
Chadwick Martin Bailey (CMB), an AMA Gold Top 50 market research and consulting firm, today announced the launch of Empact℠, a practical approach to measuring consumer emotions that helps inform marketing, customer experience, loyalty, and product development strategies. Instead of just exploring what consumers think of a brand, Empact℠ measures how it makes consumers feel and how those feelings influence key outcomes.
“As more organizations recognize the role of consumer emotions in business decision-making, there is a critical need for a practical, rigorous, and science-based approach to measuring a brand’s emotional impact,” says Anne Bailey Berman, CEO and President of CMB. “Empact℠ leverages more than 30 years of CMB's market research and strategy experience as well as cumulative insights from behavioral economics and psychology.”
Empact℠ Product Lead and CMB Account Director Dr. Erica Carranza notes: “I’m happy that emotions are attracting the attention they deserve in our industry. But I’m concerned about some of the sales pitches I’ve seen for ways to measure consumer emotions—I’ve seen too many that play ‘fast and loose’ with the scientific findings, or take unnecessary leaps in logic. We can get solid, actionable insight into consumers’ emotions without breaking the bank on fancy approaches that over-promise. Our goal was to develop a method that is survey-based, scalable, fast and cost-effective, while staying grounded in current best practices in measuring emotion.”
On June 11th at 1 pm EST, CMB’s Dr. Erica Carranza and Brant Cruz will share how the company’s approach to measuring emotion can help brands identify the specific emotions they communicate in marketing and deliver through operations—focusing on emotions that inspire the people who try, buy, use, or experience their brands.