QuMind Debuts Emoji-based Consumer Sentiment Measure

Consumer intelligence platform QuMind has developed an analysis approach called the QuMind Sentiment Index, which instead of using a numerical score, presents a grid of emojis and asks the respondent to choose the most appropriate 'face' based on their actual experience.

London-based QuMind offers intelligence into customers' wants, needs and behaviour through its platform, which provides access to qual, quant and data analytics tools in one place, and connects to 145 million consumers worldwide. Its new emoji grid helps uncover whether respondents have had a positive or negative experience, and also measures how intensely the respondents felt it. According to the firm, this helps a brand understand if a customer is passively unhappy, or if they are likely to proactively voice their discontentment on review platforms, or to other potential customers.

The emoji-grid method was designed in partnership with Aiden Gregg, Associate Professor at the School of Psychology at the University of Southampton, to help brands get closer to their customers. QuMind says that for brands, the approach provides a deeper understanding of the underlying emotional drivers of their customers, while respondents have a 'more accessible and intuitive experience' than with language-based surveys.

Mark Ursell, CEO at QuMind, adds: 'As consumers, we all know that there's a big difference between the types of passive negative experiences that might frustrate us in the moment, and those that lead us to leave bad reviews, take to social media, or make the decision to never engage with the brand again. Brands need richer insights into customer sentiment and our proprietary, successfully tested, and scientifically validated approach does just that.'

Web site: www.qumind.co.uk .