GfK Rolls Out Brand Emotion Tool

GfK has launched EMO Sensor, a system which measures the emotions that consumers experience when coming into contact with a brand, for example when viewing a TV commercial.

Developed in collaboration with the Institute for Consumer and Behavioural Research at Saarland University in Germany, the tool will be used in brand and communication research to help marketers evaluate and optimize their marketing campaigns.

GfK identified 22 different emotions - such as surprise, interest, boredom - which impact on the behaviour of consumers. These emotions form the basis of an internationally standardized measurement system that uses visual images to assess emotional response to marketing stimuli.

Consumers are shown a product, package or ad and then view and respond to a series of visual images, indicating which of them match their emotional response. The system has already been used in a global research study on advertising effectiveness that found that not everyone responds to an ad with the same single emotion, but rather that ads usually trigger distinct patterns of emotional response or 'emotional schema'.

GfK EMO Sensor has been rolled out across Europe, and the Americas. Additional R&D on the tool is under way in the APAC region to develop a specially tuned version of the visual image scale adapted to Asian cultures.

Web site: www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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