coming to terms with emotion
TRANSCRIPT
Coming to terms with
emotions
Dr. Ute Rademacher & Kay-Volker Koschel,
Ipsos Germany
ESOMAR World Research Conference
Athens, 8th – 10th of October 2006
2
Presentation Overview
Why emotions?
To be and not to be an emotion
How to capture emotions in qualitative
market research
The emoticons in theory and put into
practice
3
Why emotions?
Many ‘brands’ were built between 1930-1980,
and are “old” and many markets are saturated
Copy-cat products have matched the leaders
and many are “good enough”
The trade is gaining in power, with their own
brands
Media is fragmenting and many ad campaigns
fail
It is getting tough out there and more difficult
to make a difference
4
Why emotions?
Emotions are powerful:
They often are subconscious and more out
of control
They affect the thinking response or
informational processing
They become associated with the brand
and strongly determine the basic feel
towards the brand
They can create a positive or negative
attitude toward advertising, which then
becomes associated with or transferred to
the brand
They transform the experience of use
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To be and not to be an emotion
Emotions as result of evolution processes
Rational and emotional are two sides of the
same coin
Emotions regulate, influence and organize our
behavior
Memory units and emotions
Strategic brand management and the “Me-Pay-
Off”
Emotions differ regarding two dimensions:
Positive vs. negative character
Active vs. passive character
6
How to capture emotions
in qualitative market research
Why is it that difficult to express emotions?
Sub-conscious brain activities
Culture of rationalisation
Pre-defined social roles
Rules and generalizations vs. spontaneous
emotions
Danger for our personal balance
They are something personal and intimate
They make us feel vulnerable
We need to build bridges to the internal emotional
worlds of our respondents
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Building bridges to the internal world of
emotions...
Facial expressions and body language as a
key to enter
Creating visuals that represent emotions:
Emoticons
Several phases of consumer research to
understand how...
...the emotions are expressed
...they can be visualized
...they are related to each other
How to capture emotions
in qualitative market research
The landscape of emotions: Emoti*Scape
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Free/
Unrestricted
Confidence
Hate/ Repulsed
Dislike
Exploited/
Ripped-off
Skeptical
Hurt/Upset
Apathetic/
Unmoved
Bored
Intimidated
Irritated
Lonely/
Ignored
Sad/Depressed
Furious/
Outraged
Happy
Warm Fuzzy
At peace/ Normal
Proud/
Self-Respect
Appreciated/
Special
Entertained/
Pleased
Eager/
Enthusiastic
Shocked
Shy
Tired/
Worn Out
Trust
Turned-On
Gratitude/
Relieved
Cool/Calm
Aloof/Feel
Superior
Attraction/ Charmed
Love Inspired/En
couraged
Jealous/
wishful
Harmony/ A Connection
Surprised/ Amazed
Curious/Interested
Embarrassed/Ashamed/Guilt
Confused Disappointed
Worried/
concerned
The emoti*cons in theory
and put into practice
The Emoti*Scape Positive /active
Positive /passive
Negative /active
Negative /passive
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Illustration: Case study
Client: eBay
Methodology: Focus Groups
Acceptance, use and relevance of two
concepts of buyers’ protection
Test the emotional impact and perception of
two verbal concepts
All respondents tick their emotions on a
sheet of paper showing the emoti*scape
landscape
The emoti*cons in theory
and put into practice
10
Free/
Unrestricted
Confidence
Hate/ Repulsed
Dislike
Exploited/
Ripped-off
Skeptical
Hurt/Upset
Apathetic/
Unmoved
Bored
Intimidated
Irritated
Lonely/
Ignored
Sad/Depressed
Furious/
Outraged
Happy
Warm Fuzzy
At peace/ Normal
Proud/
Self-Respect
Appreciated/
Special
Entertained/
Pleased
Eager/
Enthusiastic
Shocked
Shy
Tired/
Worn Out
Trust
Turned-On
Gratitude/
Relieved
Cool/Calm
Aloof/Feel
Superior
Attraction/ Charmed
Love Inspired/En
couraged
Jealous/
wishful
Harmony/ A Connection
Surprised/ Amazed
Curious/Interested
Embarrassed/Ashamed/Guilt
Confused Disappointed
Worried/
concerned
Leid,
Schmerz
Positive /active
Positive /passive
Negative /active
Negative /passive
Emotional Reactions:
27x rather negative / 14x rather positive
Emotional Reaction to ebay´s
Standard Buyer Protection
- Evaluation of the verbal concept -
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Free/
Unrestricted
Confidence
Hate/ Repulsed
Dislike
Exploited/
Ripped-off
Skeptical
Hurt/Upset
Apathetic/
Unmoved
Bored
Intimidated
Irritated
Lonely/
Ignored
Sad/Depressed
Furious/
Outraged
Happy
Warm Fuzzy
At peace/ Normal
Proud/
Self-Respect
Appreciated/
Special
Entertained/
Pleased
Eager/
Enthusiastic
Shocked
Shy
Tired/
Worn Out
Trust
Turned-On
Gratitude/
Relieved
Cool/Calm
Aloof/Feel
Superior
Attraction/ Charmed
Love Inspired/En
couraged
Jealous/
wishful
Harmony/ A Connection
Surprised/ Amazed
Curious/Interested
Embarrassed/Ashamed/Guilt
Confused Disappointed
Worried/
concerned
Positive /active
Positive /passive
Negative /active
Negative / passive
Emotional Reactions:
6x rather negative / 45x rather positive
Emotional Reaction to ebay´s
Alternative Protection Concept
- Evaluation of the verbal concept -
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Case Study Ebay
Standard vs. Alternative Buyer Protection
2. Trust
3. Confidence
4. Cool / Calm
5. Gratitude / Relieved
1. Curious / Interested
2. Sceptical
3. Worried / Concerned
4. Irritated
5. Cool / Calm
1. Apathetic / Unmoved
The service does not really
convince and partially even
irritates
A clear interest in this
security-providing service
arises
Standard Protection Alternative Protection
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How to make use of the emoti*cons during the
qualitative research process:
Using as a starting point for discussion
Present the emoti*scape landscape several
times
Combine emoti*cons with projective
techniques
Present emoti*cons on separate cards
Arrangement of emoti*cons groups
Emotion sorting
Include in lifebooks / diaries
“Emo*watch”
etc.
The emoti*cons in theory
and put into practice
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The emoti*cons in theory
and put into practice
The Emo-Watch
The “Emo-watch” is very easy to
use for children because all
emotions that are presented on this
watch are well-known from their
own daily-life.
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Advantages of Emoti*Scape:
Respondents don’t have to verbalise emotions
They don’t have to express and show their
emotions
A straight-forward method decreasing risks of
creating artefacts and supporting
rationalisations
Why should one use Emoti*Scape?
It facilitates and supports tapping into the
emotional side of things
It stimulates to dig deeper into the emotional
arena through offering visualised emotions
It can be used as flexible stimulus material for
a lively and more involved discussion
The emoti*cons in theory
and put into practice
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With the Emoti*Scape landscape we build
bridges to the inner world of consumers.
Emoti*cons are appropriate and applicable to:
...overcome psychological barriers
...help the respondents to become more
conscious about their own emotions
...differentiate feelings which appear first as
unspecific
...dig below the surface of first general
impressions
...create involvement
Summary
