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Visualizing emotions: Measuring motivations simply, quickly and intuitively

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Although emotions are difficult to articulate and measure explicitly, they are a very tangible part of human experience. Visual stimuli help researchers make emotion more tangible, even if they remain implicit and unspoken. In this presentation Neil will share insights into the psychology of female beauty based on simple and quick visual tasks taking no more than two or three minutes.His examples will cover qualitative and quantitative work, highlighting the key beauty goals of women in Asian and Western countries including UK, Australia, Thailand and Indonesia. The focus of the presentation will be on cross-cultural differences, and how visual approaches can capture cultural differences more effectively than traditional verbal research approaches.

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Visualizing emotions: Measuring motivations simply, quickly and intuitively

  1. 1. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains TapestryWorks
  2. 2. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 NewMR 2018 Sponsors Pla-num Gold Silver Communica-on Your name here? S-ll -me to be a 2018 NewMR Sponsor
  3. 3. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Measuring mo-va-ons & emo-ons •  Emo-ons are felt (experienced) not thought •  Transla-ng meaning is difficult •  Cultural differences change emo-ons
  4. 4. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Market research should be more visual
  5. 5. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 The problem of transla-on “I’m not saying a literal transla1on is impossible, only that it’s not a transla1on.” (Octavio Paz)
  6. 6. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Crea-ve Original Mediocre Confident Charisma-c Surprised Individual Unique Trapped Expert Analy-cal Ignorant In control Stable Chao-c Innocent Faithful Badly behaved Nurturing Caring Selfish Unconven-onal Different Trivial Funny Playful Bored Loving Sensual Alone Connected Unpreten-ous Isolated 36 emo-onal concepts based around 12 mo-va-ons & values Strong Compe--ve Weak
  7. 7. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Based on word choices, beauty is all about confidence - how does that translate? Your Photo “What is the beauty that you desire for yourself?” (top 5 verbal s-muli) Australia Indonesia Thailand UK Confident 53% Confident (percaya diri) 63% Confident (มั่นใจ) 49% Confident 55% Strong 30% Charisma-c (karisma1k) 25% Strong (แข็งแรง) 22% Strong 36% In control 23% Loving (mercintai) 23% Charisma-c (คนที่เป็นแบบ อย่างที่ดี) 20% In control 22% Loving 19% Unpreten-ous (bersahaja) 20% Unconven-onal (ห่วงใย ใส่ใจ) 20% Loving 18% Charisma-c 15% Original (asli) 18% Crea-ve (ความคิด สร้างสรรค์) 19% Charisma-c 17%
  8. 8. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Verbal responses are highly skewed -5% 5% 15% 25% 35% COURAGE CREATIVITY DISCOVERY FREEDOM FUN LOVE BELONGING CARE INNOCENCE CONTROL KNOWLEDGE CONFIDENCE Thailand UK Indonesia Australia
  9. 9. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 36 images to match verbal concepts
  10. 10. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Top 5 images consistent and cultural differences clearer Your Photo “What is the beauty that you desire for yourself?” (top 5 Western images) Australia Indonesia Thailand UK Powerful 42% Confident 41% Hopeful 31% Confident 38% Confident 36% Hopeful 35% Confident 30% Powerful 36% Individual 31% Enjoyment 25% Enjoyment 26% Enjoyment 30% Enjoyment 28% Individual 21% Individual 25% Individual 26% Hopeful 25% Powerful 18% Powerful 21% Hopeful 20%
  11. 11. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Visual responses are more nuanced & realis-c Thailand UK Indonesia Australia 0% 5% 10% 15% 20% COURAGE CREATIVITY DISCOVERY FREEDOM FUN LOVE BELONGING CARE INNOCENCE CONTROL KNOWLEDGE CONFIDENCE
  12. 12. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Visual responses are more nuanced & realis-c Thailand UK Indonesia Australia 0% 5% 10% 15% 20% COURAGE CREATIVITY DISCOVERY FREEDOM FUN LOVE BELONGING CARE INNOCENCE CONTROL KNOWLEDGE CONFIDENCE
  13. 13. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Measuring mo-va-ons simply, quickly & intui-vely •  Visuals are simpler, quicker & more intui-ve •  Visuals don’t need local transla-on •  They can combine universal with local
  14. 14. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Thank You! Neil Gains neil@tapestryworks.asia @tapestryworks
  15. 15. Visualising Emo-ons: Measuring Mo-va-ons Simply, Quickly and Intui-vely Neil Gains, TapestryWorks Festival of #NewMR 2018 Q & A Neil Gains TapestryWorks Ray Poynter The Future Place
  16. 16. What are the emerging technologies in Market Research? Ray Poynter, The Future Place Festival of #NewMR 2018 NewMR 2018 Sponsors Pla-num Gold Silver Communica-on Your name here? S-ll -me to be a 2018 NewMR Sponsor

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