There's so much more to the success of brands, products, adverts and packs than whether people like them or not -
being "good enough" just isn't good enough any more!
This is exactly why we've invested so much time and effort (with a little help from our friends at mmr) developing our unique
Emotional Lexicon range of methods. We've identified nearly 100 words (don't worry we pick the relevant ones for a brand!) that accurately and consistently relate to human emotions - allowing us to assess the emotional impact of virtually any kind of stimulus.
But accessing emotions isn't easy, particularly in a robust quantitative way! Surprisingly we've found that the key is to limit the amount of thinking required from respondents, so they answer intuitively. To achieve this we use our Bull's-Eye or Best-Worst Scaling comparative methods, both simple and quick for the respondent, yet providing data ideally suited to the emotional fingerprints we're looking for.
We typically collect a "base brand profile" and then compare this to the emotional profile of the product, pack, advert or comms material we've been testing. Careful and creative analysis then allows us to establish the impact this has had on the way people feel about the brand. This softer, more emotional approach is the perfect foil to the normal diagnostic and optimisation questions we also include, enabling us to pinpoint the changes needed to provide the right emotional connection.
It's all really powerful and exciting stuff, and what's more it can be included for minimal cost - nice!
