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Testing new product concepts, brochures, packaging or webpages generates both rational reactions and emotional reactions. We want and need them both, but in market research the rational often dominates. The new standard will be set by a combination of measuring both.
Dirk and Claudio shared examples in which advanced methodologies for generating rational insights are combined with emotional measures like eye tracking and facial recognition. You have learned what evokes emotional reactions and how consumers rationally argue their choices.