Emotions Testing Uncovers the True Experience
Go beyond “liking” to understand your consumer’s subconscious emotional cues for successful product design and development. Emotions Testing is an application of the Implicit/Explicit Test™ that can be used to understand motivating emotional connections between participants and an aspect of the product, service, or messaging experience.
Emotions are fast, fleeting and complex – hard to measure
Emotions are easily associated with words, images and metaphors that are triggered by immediate experiences, recalled past experiences or even imagined future outcomes. Thus, a special class of implicit techniques using an indirect prime response is ideally suited to accurately measure emotions.
Combining emotions scores with other attribute scoring can identify the differences in emotional experiences between products otherwise scored similarly.
Typical questions that Emotions Testing answer are:
- Which claims are most relevant and Impactful?
- How does my product or service make people feel? Does that fit with our desired brand image?
- What attributes have the greatest affect on a consumer’s emotional reactions?
Truly understanding the consumer emotions about product attributes or components —beyond “likes and dislikes”— enables development teams to creatively design appropriate cues that tell consumers the product will truly deliver the emotional impact promised by the brand.
Products need to be able to trigger the specific intended emotions in your consumer to achieve maximum success. Understanding the emotions elicited by specific aspects and sensory experiences improves product design and goes beyond “likes and dislikes”. It ensures your product is customized to deliver exactly the experience each consumer most desires, making a better, lasting connection with your consumer on an emotional level.
Expanding an unbranded CLT product study with this powerful technique uncovers the subconscious, emotion-based cues from your target. Armed with new emotions insights, you can base your development on a wholistic behavioral picture, providing better distinction for your product and connections all the way from decision making to purchase.
How it works
This technique has the participant select an image as a metaphor for the fleeting emotion(s) felt and projected on a respective object (e.g. a product experience) in the context of an eliciting condition (e.g. expected experience outcome). This image is then scored on its associations to words describing feelings (e.g. enjoy, disappointed, surprised) using The Implicit / Explicit Test™.
Deepen Insights from Product Studies
Design for the consumer's motivation
Move faster to Market Success
By truly understanding the consumer emotions about the ingredients—beyond “likes and dislikes”—the Tyson development team creatively designed a multi-component breakfast product that truly delivered the emotional impact promised by the brand.
Download this eBook to for a case study of Emotions Testing and more applications of Implicit testing.
Webinars & Posts
We recently shared our thoughts on “Defining Consumer Emotions for Market Research” on our blog, and dug even deeper into this topic in the first of our two-part webinar series, “Why Is There So Much Confusion About Emotions?” This webinar, hosted by our Chief...
Getting on the same page about how to define what consumer emotions are and how they are used is important to the success of any innovation. It is part of being human to use the same words or phrases to describe very different things. Thus, when it comes to...
January 20 & 27 2 p.m ET (11 a.m. PT) Presenter: Greg Stucky, Chief Research Officer, InsightsNowJanuary 20 - Part 1 Why are we confused by emotions? In research we often blend information about people, their attitudes, moods, and emotions. It’s not...