Download as PDF, PPTX
Uploaded byPaul Sas
Inspired by emotions -
This document provides an overview of emotion research strategies and methods for measuring emotions. It discusses cognitive appraisal theory and how emotions are goal-oriented. Various methods for measuring emotions are presented, including self-report instruments, facial coding, voice analysis, and physiological measures. Factors that reliably predict customer delight are explored, including ease of use, satisfaction of needs, and delight of interaction. Experimental paradigms and costs/tradeoffs of emotion measurement methods are also considered.
More Related Content
![Emotional intelligence [compatibility mode] [repaired]](https://cdn.slidesharecdn.com/ss_thumbnails/emotionalintelligencecompatibilitymoderepaired-160229050542-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Inspired by emotions -
Inspired by emotions -
- 1. PRODUCT RESEARCH STRATEGY Inspired byEmotion PAUL SAS MOTIVATION ENGINEERS QUANTIFIED EMOTIONS PAUL SAS AUG 23, 2018
- 2. 2 © MotivationEngineers AGENDA OBJECTIVES DEFINED Learn current state of psychological insight into emotion1 Deepen insight into scoping the questions that will help your design strategy2 Develop methods to analyze your progress as prototypes become products3 Stay close to our feelings throughout!
- 3. Understanding the Minds(& Hearts) of Customers The Elephant & the Rider metaphor (back to Buddha) The Elephant: Strong Persistent Emotional Impulsive power The Rider: Strategic Planning Rational Relatively puny
- 4. Elephant & Ridertranslated to Behavioral Economics Two systems operate in tandem System 1 – Automatic, intuitive, effortless System 2- Deliberate, demands attention, effortful Most marketing primarily speaks to the conscious/planning rational decision maker.
- 5. Emotional/impulsive/automatic (System 1)overrides Rational System 2 What sounds more attractive? 90% fat free vs 10% fat
- 6. Emotional/impulsive/automatic (System 1)overrides Rational System 2 What sounds more attractive? 90% fat free vs 10% fat 90% survive vs 10% die
- 7. ©2010DiamondManagement&TechnologyConsultants,Inc. !7Principles of BehavioralEconomics Behavioral Economics Analysis Framework Decision Shortcuts Value Assessments Emotional Impacts Social Impacts Consumer decisions are far more complex than they appear. Consumers use mental "shortcuts" to guide them to what they feel is the right decision. Understanding these shortcuts can help companies guide consumers to the "right" decision. Emotions get the better of people. Emotional impacts can drive someone to or away from what would be considered the "rational" economic decision. Appealing to these emotional impacts can be more powerful than a price reduction in driving demand. Value is a relative concept. Is a television "worth" $300 or $400? Is a warranty "worth" $29.99? In assessing the "value" of a product or service consumers often use seemingly "irrational" metrics and concepts to guide their behavior. People are social. Consumers take into account behaviors of fellow consumers and social norms to guide them to what they believe is the "right" decision. Relative Choices Attribute Priming Power of Defaults Mental Accounting Dominated Alternatives Rules of Thumb Choice Overload Love of Free Anchoring Endowment Effect Hyperbolic Discounting Presentation Paradox Social / Financial Domains Cheating Bandwagon Effect Signaling Risk Aversion Loss Aversion Hot vs. Cold States Self Control Facilitation Over Confidence Labor Illusion A B C D Framing Peak & End Rule Evelyn Gosnell, from Irrational Labs, may’ve introduced you to an overview of this
- 8. 7 © MotivationEngineers WHEN YOU FEEL IT, EMOTION RESEARCH REVIEW YOU (USUALLY) KNOW & SHOW IT Emotions are complex, multi-dimensional, and hugely important Attention compels, focuses, resists intentional override Cognitive awareness, attributions, goals, interpretations Self-awareness of motor expression Personality Type Unconscious perception Motor expression face, body, voice Autonomic hormonal and visceral Memories Cultural Appropriateness WEIRD - Western, Educated, Industrialized, Rich, Democratic
- 9. ©2010DiamondManagement&TechnologyConsultants,Inc. !9 Exemplars of EmotionalEngagement Great Movies My Music Architecture with Feng Shui Delicious/fine/comfort meals Live performances Dancing together Zen Garden Holiday Rituals (Thanksgiving) Morning Coffee Hanging out with friends (Cheers) Personal trainer Being Thanked/Recognized Forest (Muir Woods) InstructionalVideo Your Music Greyhound Bus Station Jack in the Box Bad Karaoke Jr High School Dance Tokyo Street Din Death Marches/Fire Drills Morning commute in traffic Networking Events (Hi I'm… 24 Hour Fitness Sisyphus Rudeness/Inconsideration Mosquitoes & Flies Story Song Space Food Communal art Dance Safe space Ritual Daily rhythm Friendship Coaching Recognition Primeval space
- 10. 10 © MotivationEngineers EMOTION RESEARCH EXPERIMENTAL PARADIGMS EXERCISE 1 - TEN MINUTES Write down the first emotion that comes up when you use your most relied upon app/social media Add any other emotions that are frequently evoked when you use your most relied upon app/social media
- 11. 11 © MotivationEngineers MULTIPLE WAYS TO MODEL EMOTION RESEARCH REVIEW Ekman’s 6 Basic Emotions Happy Sad Fear Anger Surprise Disgust
- 12. 12 © MotivationEngineers Intensity & Valence EMOTION RESEARCH REVIEW
- 13. 13 © MotivationEngineers EMOTION RESEARCH REVIEW COGNITIVE APPRAISAL Responsibility Who is to blame? Control Am I the Boss? Cope by seeking slivers of control over outcomes Legitimacy Am I getting what I'm owed? Fair/deserved or unfair Effort How hard do I have to work? Energy demand minimized to dodge an unpleasant emotion Attention Attention attracted over time. Focusing Illusion Pleasantness How good do I feel right now? Pleasing, attractive aspects Obstacle Is anything frustrating my will? Blocking goals interpreted as personal Certainty Confidence about outcome
- 14. 14 © MotivationEngineers Emotions Are Goal-Oriented EMOTION RESEARCH REVIEW EVENT Yes Emotion Goal Relevant? Ego Involvement? Yes Positive Emotion Happiness Pride Love Not Relevant Boosts self-esteem Mutual Affection Negative Emotion Anger, Shame Fear/ Anxiety Sadness Damages self-esteem Threat to self Loss to self No No Emotion Goal Congruent? No
- 15. 15 © MotivationEngineers MARKETING GOAL MAP EMOTION RESEARCH REVIEW Adventure Popularity/ Connection Discipline/ Competence Security Stimulation Autonomy
- 16. 16 © MotivationEngineers FLOW IMPACTS EMOTION EMOTION RESEARCH REVIEW SKILL
- 17. 17 © MotivationEngineers FLOW IMPACTS EMOTION EMOTION RESEARCH REVIEW
- 18. 18 © MotivationEngineers 2 PUBLISHED SCALES TO MEASURE FLOW EMOTION RESEARCH REVIEW On the Measurement and Conceptualization of Flow — Giovanni B. Moneta The Manual for the Flow Scales - Jackson, Eklund, & Martin
- 19. 19 © MotivationEngineers 6 QUESTIONS TO MEASURE FLOW EMOTION RESEARCH REVIEW I felt just the right amount of challenge My thoughts/actions ran fluidly and smoothly I did not no4ce 4me passing The right thoughts/ac4ons occurred of their own accord I knew what I had to do each step of the way I felt that I had everything under control Please rate the extent to which each statement below characterizes your experience while comple6ng the task. Recommendation: Never ask more questions than necessary Estimate Importance* to identify point of diminishing returns *Estimators of Relative Importance in Linear Regression Based on Variance Decomposition Ulrike Gromping The American Statistician, May 2007, Vol. 61, No. 2
- 20. ©2010DiamondManagement&TechnologyConsultants,Inc. !20 20 Kano Model ofProduct Innovation EMOTION RESEARCH REVIEW
- 21.
- 22. 22 © MotivationEngineers CIRCUIT OF EMOTIONS THOUGHTS BEHAVIOR EMOTION RESEARCH REVIEW E B T T H O U G H T S What we THINK affects how we act and feel E M OT I O N S How we FEEL affects what we think and do B E H AV I O R What we DO affects how we think and feel
- 23. 24 © MotivationEngineers Self-reports (Many Different Instruments) Participants rate overall experience Second by second changes might using rating dial Subjective crowdsourced ratings Workers (e.g., MechTurk) can identify/measure/rank emotion in content AI / Machine Learning for text Large data sets can be trained to recognize Pupil dilation Changes in pupil size show cognitive demand Facial coding Automatic coding of facial responses Voice Expressive Analyze words used, and voice pitch and volume Heart rate Measure changes in heart beat rate Skin response Measure changes in skin conductivity (sweating) 1 2 3 4 5 6 7 8 METHODS FOR MEASURING EMOTIONS
- 24. 24 © MotivationEngineers METHODS FOR MEASURING EMOTIONS Self Report Instruments respondents assess feelings on multiple dimensions PANAS (Positive & Negative Affect Scale) - Likert rating used in academic studies The words listed below describe different feelings and emotions. Read each item and then, in the space next to that word, indicate the extent to which you feel that way. Very slightly or not at all A little Moderately Quite a bit Extremely 1 2 3 4 5 Interested Distressed Excited Upset Strong Guilty Scared Hostile Enthusiastic Proud Very slightly or not at all A little Moderately Quite a bit Extremely 1 2 3 4 5 Irritable Alert Ashamed Inspired Nervous Determined Attentive Jittery Active Afraid
- 25. 25 © MotivationEngineers METHODS FOR MEASURING EMOTIONS Self-assessment Manikin (1980) on 3 dimensions Pleasure Arousal Dominance
- 26. 26 © MotivationEngineers METHODS FOR MEASURING EMOTIONS PrEmo Self Report PrEmo portrays 14 emotions, each with an animation of dynamic facial, bodily, and vocal expressions Scales developed for responses to cars, so emotions include lust, love, worship Requires a license from SuSa group “The use of short animations is insightful for the emotion. Cartoons with sound makes these powerful descriptions of the depicted state. - Don Norman” http://www.premotool.com/
- 27. 27 © MotivationEngineers EMOTION RESEARCH EXPERIMENTAL PARADIGMS EXERCISE 2 - TEN MINUTES Rate, using the PANAS scale, what emotions are evoked when you use your most relied upon app/social media
- 28. 28 © MotivationEngineers EMOTION RESEARCH EXPERIMENTAL PARADIGMS EXERCISE 2 Tag Emotions Using Specific Instruments Positive and Negative Affect ScaleE X A M P L E : PA N A S The words listed below describe different feelings and emotions. Read each item and then, in the space next to that word, indicate the extent to which you feel that way. Very slightly or not at all A little Moderately Quite a bit Extremely 1 2 3 4 5 Interested Distressed Excited Upset Strong Guilty Scared Hostile Enthusiastic Proud Very slightly or not at all A little Moderately Quite a bit Extremely 1 2 3 4 5 Irritable Alert Ashamed Inspired Nervous Determined Attentive Jittery Active Afraid
- 29. ©2010DiamondManagement&TechnologyConsultants,Inc. !29 At Intuit, theycare a great deal about Designing for Delight
- 30. ©2010DiamondManagement&TechnologyConsultants,Inc. !30 In 2012, Ibegan to work on a quantitative model to predict customer delight
- 31. !31 9 Examples ofBehavioral Measures Behavioral Attributes Available to Analytics Data Type Migrated from Classic/Desktop Yes/No Length on current version/edition # months Stretcher (switched to next product level) Yes/No Time spent in QBO Minutes Number of pages visited # Number of log ins # Invoice created Yes/No (Number of) Vendors paid Yes #/No Create/Import a vendor Yes/No Number of vendors created # Create/Import an invoice Yes/No Number of invoices created # Promo Yes/No Free trial Yes/No Set up payroll Yes/No Number of transaction # Ran a custom report Yes/No (Number of) Watched videos Yes/No Minutes spent watching videos Minutes Tax form type Type Mobile Yes/No Behavioral Attributes Available with Panelists Time on Task to Create Invoice Time on Task to Setup Employee Time on Task (Other Actions) Success rate Create Invoice Success rate Setup Employee Success (Other Actions) Abandonment rate Invoice Abandonment rate Payroll Abandonment rate Other Actions Create/Import an invoice Number of invoices created Set up payroll (Number of) Watched videos Minutes spent watching videos
- 32. ©2010DiamondManagement&TechnologyConsultants,Inc. !32 These 3 categoriesare also used at Facebook (by Julie Zhuo) and at Forrester Research
- 33. ©2010DiamondManagement&TechnologyConsultants,Inc. !33 3 factors couldreliably predict customer delight Three factors predict / explain 71% of the variance in Net Promoter (NPS) 27% 23% 21%
- 34.
- 35. 35 © MotivationEngineers EMOTION RESEARCH EXPERIMENTAL PARADIGMS EXERCISE 3 Rate, using the 3 questions, how you feel about your most relied upon app/social media
- 36. 36 © MotivationEngineers EMOTION EXPERIMENTAL COSTS & TRADEOFFS Methodological considerations How reliable is the particular signal collected? How expensive is it to collect that? What does it cost to accept the loss (in reduced accuracy) of the cheaper signal detector? 1 2 3
- 37. 37 © MotivationEngineers EMOTION EXPERIMENTAL COSTS & TRADEOFFS C O N S I D E R A N A LO GY O F B M I Simple charts calculate with just Height & Weight as inputs Hydrostatic Body Fat Test float in a precise lab setting ($50 to $150/test) Adiposity doesn’t even require a scale, uses only a tape measure to compare hip size to height
- 38. Customer Based BrandEquity Model !38 Keller's Customer Based Brand Equity CBBE
- 39. Emotional Dimensions ofCBBE Model !39 EMOTIONAL attributes Keller's Customer Based Brand Equity CBBE Attachment Attitudes: Love/Like Brand; Proud Community: Affiliation Active engagement: Seek deeper connection (Like FB page, want more info, join clubs) Resonance Congruence with psycho-demographic segments Popularity Actual vs Aspirational Personality: Aaker's 5 Brand Personalities History: Nostalgia + Memories Imagery Feelings (acc to Keller) Warmth, Fun, Excitement, Security, Social Approval, Self-Respect
- 40. Why Ads work:Psychology of Mere Exposure Mere Exposure defined: An item is rated as more favorably if the rater has been previously exposed to that item. The increased favorability ratings occur without consciousness 1- Awareness isn't necessary to change favorability (subliminal exposures work) 2- Subjects deny familiarity, but liking is good discriminant of exposure Typical question on Likeability used 5-point scale 3- Meta-analysis of 208 experiments show mere-exposure effect is robust (effect size of r=0.26) 4- Liking seems to achieve a maximum at 10–20 exposures !40 © Motivation Engineers
- 41. Obtainability might beviewed in terms of Aspirational contrasts - Time horizon, Reward (hedonic),Demographic Affiliation MAYA - most advanced (desire), yet acceptable (obtainability) Feelings Excitement, Social Approval, Self-Respect, Warmth, Fun, Security Surprised Excited Attracted Inspired Confident Proud Content Affection Hatred Repulsed Annoyed Inadequate Disappointed Guilty Unimpressed Sad Imagery associations Demographic congruence (& exclusion) Personality esp Sincerity , Excitement, Sophistication History/nostalgia associations Judgment - Credibility, Pricing as Signal Resonance - Attachment Loyalty (esp for luxury brands) Methods for Measuring Attachment !41
- 42. Desire measured inImplicit, Explicit and Intensive & Extensive Dimensions of Strength Revealed - implicit choices without verbally expressed preference Make trade-offs for X Spend extra time searching for X Do work for X / Cease doing work earlier if X absent Game-based lab experimental economics WTA (willingness to accept) - If you get less preferred Brand B, what do you have to be paid to accept that substitute? WTP (willingness to pay) - You get Brand B for free; how much to switch to preferred Crucial fact - WTA can be 10X WTP Expressed Purchase intent Attachment Loyalty Methods for Measuring Desire !42
- 43. 1- For emotion,measure Pleasantness + Arousal (intensity) 2- For pleasantness, independently probe Positive (Attracted/Pleased) + Negative (Irritated/Bored) 3- Adapt measures of Customer Based Brand Equity (CBBE) 6 feelings Warmth, Fun, Excitement, Security, Social Approval, Self-Respect 4- Consider adapting Aaker's 5 Brand personalities for further emotional insight Sincerity (down-to-earth, honest, wholesome, cheerful) Excitement (daring, spirited, imaginative, up-to-date) Competence (reliable, intelligent, successful) Sophistication (upper-class, charming) Ruggedness (outdoorsy, tough) Recommended approach to experiments !43
- 44. 45 © MotivationEngineers PHILOSOPHY & EMOTIONAL DESIGN STEPPING THROUGH WHAT WE’VE LEARNED ONTOLOGY: What are emotions1 EPISTEMOLOGY: How can we measure emotions?2 ESTHETICS: What are the most desirable emotions to evoke?3 ETHICS: What emotions SHOULD we evoke?4
- 45. © Motivation Engineers AGENDAREVIEW OBJECTIVES DEFINED Learn current state of psychological insight into emotion1 Deepen insight into scoping the questions that will help your design strategy2 Develop methods to analyze your progress as prototypes become products3
- 46. 46 © MotivationEngineers Single best summation: Thinking Fast & Slow Most Enjoyable: Dan Ariely’s first 2 books Predictably Irrational + Upside of Irrationality How Emotions are Made - Lisa Feldman Barrett Also worthwhile: Art of Choice (Iyengar); Why Axis (Gneezy); Nudge (Thaler & Sunstein) References for further reading