Lexington, Massachusetts (PRWEB) November 19, 2012
Forbes Consulting Group, the leading market research company that directly accesses and explains consumers’ authentic emotional reactions, today announced results from a recent study that illustrate how insights about emotional experiences “in the moment” can be translated into more effective business strategies that deliver enhanced consumer experiences. Forbes’ proprietary mobile research technology, MindSight Mobile®, identified subconscious emotional drivers of customer visits to franchise locations of an international donut and coffee retailer -- one experiencing strong, growing sales, the other experiencing declining sales despite the fact that staffing, infrastructure and locations were all similar. The results provided a roadmap for enhancing the emotional experience to boost sales at the struggling store as well as specific recommendations for optimizing the customer experience at store locations throughout the chain.
Participants in the study were approached in the morning as they were leaving the franchise locations and asked if they would complete a positive and a negative sentence about their recent experience with the brand via MindSight Mobile® deployed on iPads. The proprietary MindSight® technology identifies the specific subconscious emotions motivating consumer behavior. By deploying on smart phones and tablets, such as the iPhone, iPad and Android devices, MindSight Mobile® uncovers consumer emotions in real-world environments and in real time, providing brands with valuable insights about their customers.
“Our study underscores the important role that mobile deployments play in discovering and understanding emotions in the immediacy of the moment,” said David Forbes, CEO of Forbes Consulting Group. “MindSight Mobile® identified how critical a positive emotional experience is to overall customer satisfaction which ultimately led to impactful changes the retailer made to improve customer loyalty and sales.”
How MindSight Mobile® Works
MindSight Mobile® is powered by MindSight®, a proporietary technique derived from applied neuroscience that uncovers the specific subconscious emotions driving consumer behavior in real time. MindSight® has three key components:
- The Emotional Discovery Window: Forbes Consulting Group’s patent-pending rapid exposure-rapid response technique circumvents the influence of the rational mind – obtaining authentic subconscious emotional insight from consumers.
- The Leading Model of Human Motivation: Forbes Consulting Group’s academically accepted Unified Model of Human Motivation identifies the specific emotions driving consumer behavior – explaining why consumers act as they do. (See David L. Forbes, Ph.D., “Toward a Unified Theory of Human Motivation,” Review of General Psychology June 2011).
- Talking to the Emotional Brain: Forbes Consulting Group’s proprietary image library contains hundreds of emotionally evocative images that have been statistically validated to correspond to the Unified Model of Human Motivation – enabling researchers to talk directly to the emotional mind.
Key Benefits of MindSight Mobile®
MindSight® Mobile delivers several important benefits:
o Takes emotional research real time and into real-world environments such as the home, shopping malls, movie theaters, stadiums, and other venues.
o Is scalable to reach thousands of globally dispersed respondents in a study.
o Deploys on commonly used smart phones and tablets, such as the iPhone, iPad and Android devices.
o The MindSight® technique works quickly. Taking only a few minutes to run, MindSight Mobile® makes it easy for respondents to participate in the research anywhere and anytime.
About Forbes Consulting Group
Founded in 1985 and based in Lexington, Massachusetts, the Forbes Consulting Group is a strategic and innovative market research company providing clients with deeper levels of insight about emotions and motivations - and helping them gain strategic market advantage on the strength of this insight. In its 26-year history, Forbes Consulting Group has become a valued resource for Fortune 500 companies. For more information, including the opportunity to receive a demo of MindSight®, the company’s proprietary applied neuroscience technology that uncovers authentic emotional insight from consumers before the rational mind can edit responses, please contact sales(at)forbesconsulting(dot)com.