The document outlines a conference held at Ramada Hotel Singapore focusing on emotions in branding and consumer behavior, hosted by Qual360. It discusses the importance of emotional messaging in advertising, visual thinking, and neuropsychology, emphasizing how emotions drive behavior and decision-making. Various case studies illustrate the impact of emotional engagement in marketing strategies and the different emotional systems that influence consumer preferences.

1. Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by

2. #QUAL360
Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners

3. Exploring & Measuring
Emotion: Neuropsychology
& Visual Thinking
2 October 2014
Neil Gains

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Talking to the emotional brain
• Our brains think visually
• Emotions are goal-directed
• Successful brands focus on
relevant goals

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8. System 1 and System 2
11 million bits per second 50 bits per second

9. Divider slideINTIMACY

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We think visually

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The brain’s
translation
toolkit

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What is emotion?
“Emotions are evolved mechanisms for motivating
behaviour, helping us to seek what we need to survive by
guiding us towards what we like and find pleasurable,
while avoiding what may be harmful, damaging or
painful. Emotions are a way to assess and interact with
our ever-changing environment, taking into account our
current needs and past experiences.”
[source: Emotion: Pleasure and pain in the brain by Kringelbach & Phillips, page 123]

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16. Animals have 7 independent emotional systems

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Emotions are goal-directed
Self protection
Popular choice
Status
Exclusive choice
[source: The Rational Animal by Kenrick & Griskevicius, 2013]

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Attention depends on goals

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Case study : back story
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design

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Why is my advertising campaign not working?

23. What is the emotional message?
Freedom or
destruction?
Independence
or arrogance?

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Case study : consumer stories
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design

25. Visual Think Cards capture emotions

27. Care & connection enable knowledge &
creativity
Artist
• Create opportunities
Guru
• Stay ‘in the know’
Everyman
• Stay connected
Caregiver
• Secure network

28. “She looks wild, tough, unconventional, but I
prefer to work according to the rules” (business
travel)
“Is this a hair or salon ad?” (entrepreneur)
“She is tough, not friendly and hard rto get close
to. I wouldn’t want to be like her, she is not
attractive.” (entrepreneur)
“I don’t get what it means by ‘creating doors to
open’” (geek)
“I can relate to this, and I think the visual looks
cool … It looks like a fashion ad, you can’t
understand it without the text, and I’m not sure
how to connect it with 1O1O.” (business travel)
“She is a cross of rough and polite, rebellious,
individualistic. I don’t want to be like that. She is
unique but isolated and cannot easily connect
with others.” (geek)

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Case study : quantitative segmentation
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design

30. Target customers want understanding to help them create impact
0
20
40
60
80
100
WARRIOR (COURAGE)
ARTIST (CREATIVITY)
EXPLORER (DISCOVERY)
REBEL (DISRUPTION)
JOKER (FUN)
SEDUCER (INTIMACY)
EVERYMAN (BELONGING)
CAREGIVER (CARE)
IDEALIST (TRADITION)
RULER (CONTROL)
GURU (KNOWLEDGE)
CATALYST (CHANGE)
HK general
Target segments

31. What do customers want to feel?

33. Thank You
www.tapestryworks.asia

34. #QUAL360
Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners

35. Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by