One of the hardest questions for anyone to answer is “how do you feel?” Digital qual can be an excellent medium to get at consumer emotions.

1. 5 Digital Qual Techniques That Get to
the Heart of Emotions

2. #1 Metaphors
As we know from direct questioning, emotions are often exceptionally hard to put
into words. A metaphor activity asks mobile participants to post an image that
represents a particular product, brand, service or life event. Using images as vehicles
for metaphors is a powerful way to help people access their emotions.

3. #2 Eulogies
In a eulogy activity, participants are asked to imagine what the loss of a product
would mean to them and how they might replace it. For example, how would you
feel if you could no longer buy your favorite brand of soup? This activity gets to the
heart of a consumer’s affinity to a product, testing how deep the emotions run.

4. #3 Personification
A personification activity asks participants to describe a series of events from the
perspective of the product or object, rather than from their own perspective. This
elicits strong emotional content as participants tend to transfer their emotions on to
the object.

5. #4 Storytelling
Storytelling can be a powerful conduit to deeper emotions. The key is how you set
up the exercise. A good example is to introduce with the sentence, “Tell me about a
time when you were surprised by…”

6. #5 Letter writing
Having participants write a letter is one of the simplest and most powerful activities
to use in understanding how people truly feel about something in their life. Asking a
participant to write a letter to a brand or product takes them into the realm of
describing a relationship, where emotions more easily surface.

7. Get inspired
with digital qual
Get in touch at:
info@revelationglobal.com
or call +1 503.808.1492.
www.revelationglobal.com
Check out thefull case study
Research in the moment
Next