French Firm Debuts Picture Board Emotional Measure

French agency Adriant has launched a new methodology using picture boards for measuring consumers' emotional reactions to brands and products, and analysing the key drivers of their purchasing decisions.

Officially Biofortis Sensory & Consumer - Adriant, the company offers sensory analysis and consumer behaviour testing from its network in China, Brazil, the USA and Europe. Team members come from marketing, food engineering, social psychology and statistics backgrounds.

The firm's new 'Sense n Feel' solution uses picture boards to measure emotions during a single product exposure. Eleven boards - each containing around ten pictures - are used to stimulate one of several emotions, whether positive emotions such as joy, surprise and curiosity, or negative such as anger and sadness.

According to the company, this new emotional measure is free of language impact and easy to implement in international qual and quant consumer studies.

Senior Project Manager Sylvie Danilo explains: 'Measuring inner emotions is the new way to manage brands to get closer to the users. Indeed, the purchasing process has nothing to do with a rational choice. Emotions can be implemented in the mix marketing for a product launch, a repositioning, or a benchmarking with competitors.'

Web site: www.adriant.com .