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Coming to terms with
emotions
Dr. Ute Rademacher & Kay-Volker Koschel,
Ipsos Germany
ESOMAR World Research Conference
Athens, 8th – 10th of October 2006
2
Presentation Overview
Why emotions?
To be and not to be an emotion
How to capture emotions in qualitative
market research
The emoticons in theory and put into
practice
3
Why emotions?
Many ‘brands’ were built between 1930-1980,
and are “old” and many markets are saturated
Copy-cat products have matched the leaders
and many are “good enough”
The trade is gaining in power, with their own
brands
Media is fragmenting and many ad campaigns
fail
It is getting tough out there and more difficult
to make a difference
4
Why emotions?
Emotions are powerful:
 They often are subconscious and more out
of control
 They affect the thinking response or
informational processing
 They become associated with the brand
and strongly determine the basic feel
towards the brand
 They can create a positive or negative
attitude toward advertising, which then
becomes associated with or transferred to
the brand
 They transform the experience of use
5
To be and not to be an emotion
Emotions as result of evolution processes
Rational and emotional are two sides of the
same coin
Emotions regulate, influence and organize our
behavior
Memory units and emotions
Strategic brand management and the “Me-Pay-
Off”
Emotions differ regarding two dimensions:
 Positive vs. negative character
 Active vs. passive character
6
How to capture emotions
in qualitative market research
Why is it that difficult to express emotions?
 Sub-conscious brain activities
 Culture of rationalisation
 Pre-defined social roles
 Rules and generalizations vs. spontaneous
emotions
 Danger for our personal balance
 They are something personal and intimate
 They make us feel vulnerable
We need to build bridges to the internal emotional
worlds of our respondents
7
Building bridges to the internal world of
emotions...
 Facial expressions and body language as a
key to enter
 Creating visuals that represent emotions:
Emoticons
Several phases of consumer research to
understand how...
 ...the emotions are expressed
 ...they can be visualized
 ...they are related to each other
How to capture emotions
in qualitative market research
The landscape of emotions: Emoti*Scape
8
Free/
Unrestricted
Confidence
Hate/
Repulsed
Dislike
Exploited/
Ripped-off
Skeptical
Hurt/Upset
Apathetic/
Unmoved
Bored
Intimidated
Irritated
Lonely/
Ignored
Sad/Depressed
Furious/
Outraged
Happy
Warm Fuzzy
At peace/
Normal
Proud/
Self-Respect
Appreciated/
Special
Entertained/
Pleased
Eager/
Enthusiastic
Shocked
Shy
Tired/
Worn Out
Trust
Turned-On
Gratitude/
Relieved
Cool/Calm
Aloof/Feel
Superior
Attraction/
Charmed
Love
Inspired/En
couraged
Jealous/
wishful
Harmony/
A Connection
Surprised/
Amazed
Curious/Interested
Embarrassed/Ashamed/Guilt
Confused
Disappointed
Worried/
concerned
The emoti*cons in theory
and put into practice
The Emoti*Scape
Positive /active
Positive /passive
Negative /active
Negative /passive
9
Illustration: Case study
 Client: eBay
 Methodology: Focus Groups
 Acceptance, use and relevance of two
concepts of buyers’ protection
 Test the emotional impact and perception of
two verbal concepts
 All respondents tick their emotions on a
sheet of paper showing the emoti*scape
landscape
The emoti*cons in theory
and put into practice
10
Free/
Unrestricted
Confidence
Hate/
Repulsed
Dislike
Exploited/
Ripped-off
Skeptical
Hurt/Upset
Apathetic/
Unmoved
Bored
Intimidated
Irritated
Lonely/
Ignored
Sad/Depressed
Furious/
Outraged
Happy
Warm Fuzzy
At peace/
Normal
Proud/
Self-Respect
Appreciated/
Special
Entertained/
Pleased
Eager/
Enthusiastic
Shocked
Shy
Tired/
Worn Out
Trust
Turned-On
Gratitude/
Relieved
Cool/Calm
Aloof/Feel
Superior
Attraction/
Charmed
Love
Inspired/En
couraged
Jealous/
wishful
Harmony/
A Connection
Surprised/
Amazed
Curious/Interested
Embarrassed/Ashamed/Guilt
Confused
Disappointed
Worried/
concerned
Leid,
Schmerz
Positive /active
Positive /passive
Negative /active
Negative /passive
Emotional Reactions:
27x rather negative / 14x rather positive
Emotional Reaction to ebay´s
Standard Buyer Protection
- Evaluation of the verbal concept -
11
Free/
Unrestricted
Confidence
Hate/
Repulsed
Dislike
Exploited/
Ripped-off
Skeptical
Hurt/Upset
Apathetic/
Unmoved
Bored
Intimidated
Irritated
Lonely/
Ignored
Sad/Depressed
Furious/
Outraged
Happy
Warm Fuzzy
At peace/
Normal
Proud/
Self-Respect
Appreciated/
Special
Entertained/
Pleased
Eager/
Enthusiastic
Shocked
Shy
Tired/
Worn Out
Trust
Turned-On
Gratitude/
Relieved
Cool/Calm
Aloof/Feel
Superior
Attraction/
Charmed
Love
Inspired/En
couraged
Jealous/
wishful
Harmony/
A Connection
Surprised/
Amazed
Curious/Interested
Embarrassed/Ashamed/Guilt
Confused
Disappointed
Worried/
concerned
Positive /active
Positive /passive
Negative /active
Negative / passive
Emotional Reactions:
6x rather negative / 45x rather positive
Emotional Reaction to ebay´s
Alternative Protection Concept
- Evaluation of the verbal concept -
12
Case Study Ebay
Standard vs. Alternative Buyer Protection
2. Trust
3. Confidence
4. Cool / Calm
5. Gratitude / Relieved
1. Curious / Interested
2. Sceptical
3. Worried / Concerned
4. Irritated
5. Cool / Calm
1. Apathetic / Unmoved
The service does not really
convince and partially even
irritates
A clear interest in this
security-providing service
arises
Standard Protection Alternative Protection
13
How to make use of the emoti*cons during the
qualitative research process:
 Using as a starting point for discussion
 Present the emoti*scape landscape several
times
 Combine emoti*cons with projective
techniques
 Present emoti*cons on separate cards
 Arrangement of emoti*cons groups
 Emotion sorting
 Include in lifebooks / diaries
 “Emo*watch”
 etc.
The emoti*cons in theory
and put into practice
14
The emoti*cons in theory
and put into practice
The Emo-Watch
The “Emo-watch” is very easy to
use for children because all
emotions that are presented on this
watch are well-known from their
own daily-life.
15
Advantages of Emoti*Scape:
 Respondents don’t have to verbalise emotions
 They don’t have to express and show their
emotions
 A straight-forward method decreasing risks of
creating artefacts and supporting
rationalisations
Why should one use Emoti*Scape?
 It facilitates and supports tapping into the
emotional side of things
 It stimulates to dig deeper into the emotional
arena through offering visualised emotions
 It can be used as flexible stimulus material for
a lively and more involved discussion
The emoti*cons in theory
and put into practice
16
With the Emoti*Scape landscape we build
bridges to the inner world of consumers.
Emoti*cons are appropriate and applicable to:
 ...overcome psychological barriers
 ...help the respondents to become more
conscious about their own emotions
 ...differentiate feelings which appear first as
unspecific
 ...dig below the surface of first general
impressions
 ...create involvement
Summary
Thank you for
your Attention!
For further information please contact: Kay.Koschel@ipsos.com

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Coming to terms with emotion

  • 1. Coming to terms with emotions Dr. Ute Rademacher & Kay-Volker Koschel, Ipsos Germany ESOMAR World Research Conference Athens, 8th – 10th of October 2006
  • 2. 2 Presentation Overview Why emotions? To be and not to be an emotion How to capture emotions in qualitative market research The emoticons in theory and put into practice
  • 3. 3 Why emotions? Many ‘brands’ were built between 1930-1980, and are “old” and many markets are saturated Copy-cat products have matched the leaders and many are “good enough” The trade is gaining in power, with their own brands Media is fragmenting and many ad campaigns fail It is getting tough out there and more difficult to make a difference
  • 4. 4 Why emotions? Emotions are powerful:  They often are subconscious and more out of control  They affect the thinking response or informational processing  They become associated with the brand and strongly determine the basic feel towards the brand  They can create a positive or negative attitude toward advertising, which then becomes associated with or transferred to the brand  They transform the experience of use
  • 5. 5 To be and not to be an emotion Emotions as result of evolution processes Rational and emotional are two sides of the same coin Emotions regulate, influence and organize our behavior Memory units and emotions Strategic brand management and the “Me-Pay- Off” Emotions differ regarding two dimensions:  Positive vs. negative character  Active vs. passive character
  • 6. 6 How to capture emotions in qualitative market research Why is it that difficult to express emotions?  Sub-conscious brain activities  Culture of rationalisation  Pre-defined social roles  Rules and generalizations vs. spontaneous emotions  Danger for our personal balance  They are something personal and intimate  They make us feel vulnerable We need to build bridges to the internal emotional worlds of our respondents
  • 7. 7 Building bridges to the internal world of emotions...  Facial expressions and body language as a key to enter  Creating visuals that represent emotions: Emoticons Several phases of consumer research to understand how...  ...the emotions are expressed  ...they can be visualized  ...they are related to each other How to capture emotions in qualitative market research The landscape of emotions: Emoti*Scape
  • 8. 8 Free/ Unrestricted Confidence Hate/ Repulsed Dislike Exploited/ Ripped-off Skeptical Hurt/Upset Apathetic/ Unmoved Bored Intimidated Irritated Lonely/ Ignored Sad/Depressed Furious/ Outraged Happy Warm Fuzzy At peace/ Normal Proud/ Self-Respect Appreciated/ Special Entertained/ Pleased Eager/ Enthusiastic Shocked Shy Tired/ Worn Out Trust Turned-On Gratitude/ Relieved Cool/Calm Aloof/Feel Superior Attraction/ Charmed Love Inspired/En couraged Jealous/ wishful Harmony/ A Connection Surprised/ Amazed Curious/Interested Embarrassed/Ashamed/Guilt Confused Disappointed Worried/ concerned The emoti*cons in theory and put into practice The Emoti*Scape Positive /active Positive /passive Negative /active Negative /passive
  • 9. 9 Illustration: Case study  Client: eBay  Methodology: Focus Groups  Acceptance, use and relevance of two concepts of buyers’ protection  Test the emotional impact and perception of two verbal concepts  All respondents tick their emotions on a sheet of paper showing the emoti*scape landscape The emoti*cons in theory and put into practice
  • 10. 10 Free/ Unrestricted Confidence Hate/ Repulsed Dislike Exploited/ Ripped-off Skeptical Hurt/Upset Apathetic/ Unmoved Bored Intimidated Irritated Lonely/ Ignored Sad/Depressed Furious/ Outraged Happy Warm Fuzzy At peace/ Normal Proud/ Self-Respect Appreciated/ Special Entertained/ Pleased Eager/ Enthusiastic Shocked Shy Tired/ Worn Out Trust Turned-On Gratitude/ Relieved Cool/Calm Aloof/Feel Superior Attraction/ Charmed Love Inspired/En couraged Jealous/ wishful Harmony/ A Connection Surprised/ Amazed Curious/Interested Embarrassed/Ashamed/Guilt Confused Disappointed Worried/ concerned Leid, Schmerz Positive /active Positive /passive Negative /active Negative /passive Emotional Reactions: 27x rather negative / 14x rather positive Emotional Reaction to ebay´s Standard Buyer Protection - Evaluation of the verbal concept -
  • 11. 11 Free/ Unrestricted Confidence Hate/ Repulsed Dislike Exploited/ Ripped-off Skeptical Hurt/Upset Apathetic/ Unmoved Bored Intimidated Irritated Lonely/ Ignored Sad/Depressed Furious/ Outraged Happy Warm Fuzzy At peace/ Normal Proud/ Self-Respect Appreciated/ Special Entertained/ Pleased Eager/ Enthusiastic Shocked Shy Tired/ Worn Out Trust Turned-On Gratitude/ Relieved Cool/Calm Aloof/Feel Superior Attraction/ Charmed Love Inspired/En couraged Jealous/ wishful Harmony/ A Connection Surprised/ Amazed Curious/Interested Embarrassed/Ashamed/Guilt Confused Disappointed Worried/ concerned Positive /active Positive /passive Negative /active Negative / passive Emotional Reactions: 6x rather negative / 45x rather positive Emotional Reaction to ebay´s Alternative Protection Concept - Evaluation of the verbal concept -
  • 12. 12 Case Study Ebay Standard vs. Alternative Buyer Protection 2. Trust 3. Confidence 4. Cool / Calm 5. Gratitude / Relieved 1. Curious / Interested 2. Sceptical 3. Worried / Concerned 4. Irritated 5. Cool / Calm 1. Apathetic / Unmoved The service does not really convince and partially even irritates A clear interest in this security-providing service arises Standard Protection Alternative Protection
  • 13. 13 How to make use of the emoti*cons during the qualitative research process:  Using as a starting point for discussion  Present the emoti*scape landscape several times  Combine emoti*cons with projective techniques  Present emoti*cons on separate cards  Arrangement of emoti*cons groups  Emotion sorting  Include in lifebooks / diaries  “Emo*watch”  etc. The emoti*cons in theory and put into practice
  • 14. 14 The emoti*cons in theory and put into practice The Emo-Watch The “Emo-watch” is very easy to use for children because all emotions that are presented on this watch are well-known from their own daily-life.
  • 15. 15 Advantages of Emoti*Scape:  Respondents don’t have to verbalise emotions  They don’t have to express and show their emotions  A straight-forward method decreasing risks of creating artefacts and supporting rationalisations Why should one use Emoti*Scape?  It facilitates and supports tapping into the emotional side of things  It stimulates to dig deeper into the emotional arena through offering visualised emotions  It can be used as flexible stimulus material for a lively and more involved discussion The emoti*cons in theory and put into practice
  • 16. 16 With the Emoti*Scape landscape we build bridges to the inner world of consumers. Emoti*cons are appropriate and applicable to:  ...overcome psychological barriers  ...help the respondents to become more conscious about their own emotions  ...differentiate feelings which appear first as unspecific  ...dig below the surface of first general impressions  ...create involvement Summary
  • 17. Thank you for your Attention! For further information please contact: Kay.Koschel@ipsos.com