SKIMspiration 2012: The emotional and rational truth

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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.

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SKIMspiration 2012: The emotional and rational truth

  1. 1. expect great answersBridging the emotional and rational truth Share your thoughts online:Dirk Huisman, Claudio Menegatti, Heimen Schrafford Koops #SKIMspiration
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  3. 3. Mood Emotional Temperament Disposition  Behavior Motivation Rational  Behavior3
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  5. 5. http://eu.cixos.com/emovision/5
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  7. 7. Assessing emotional reaction: Stimulus -association / pictograms / scales Stimulus  assessing brain activity Stimulus  assessing facial reactions Eye tracking, mouse tracking Assessing rational reaction: Stimuli observing choices (max diff) on dimensions Stimulus  clicking likes/dislikes, triggers/barriers7
  8. 8. The test Video Max Diff + Clickable package + eye track rotating visual stimuli8
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  11. 11. Conclusions and recommendations • Facial recognition is a valid method to measure emotions and to link emotional reactions to dynamic stimuli. • For static stimuli the method is less effective (fine tuning needed) and design improvements needed • Blurring the stimuli with rational components should be prevented • Static stimuli are currently better analyzed using eye tracking, clickable triggers, max diff scaling and associations because it generates more robust data and more actionable insights • In the future observation and interviewing from a distance will become more common and will also expect is a further integration of qualitative and quantitative studies. Here facial recognition will play an important role so we continue the development program “emotions”11
  12. 12. contact us or follow us online!Dirk Huisman | Chairman Heimen Schrafford Koops | Sales Managerd.huisman@skimgroup.com heimen@thirdsight.co+31 10 282 3561 + 31 6 4630 6238 Share your thoughts online: #SKIMspiration

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