EMA Technique Reveals Customer Feelings

In the US, consumer research firm experiEmotive (EMA) has developed a research technique to uncover the specific feelings potential customers have towards a new product or corporate brand.

Founded in 2004, EMA uses research in neuroscience and psychology to assess the emotional dynamics of consumer behavior. The company's new 'emotional profiling' technique not only captures emotions that people are aware of and willing to share (their 'explicit' emotions), but also reveals those they are not aware of, or are unwilling to share (their 'implicit' emotions). It assesses both positive and negative feelings, as well as specific feelings that impact purchase decisions such as security, excitement, and relaxation.

To do this, the new technique requires a quantitative phase that provides the metrics defining the brands' emotional profiles. EMA also offers a qualitative phase that reveals what triggers the key emotions found in the quantitative emotional profiles, to tell marketers what to do to activate the desired emotions.

'Our technique is adapted from implicit approaches used in cognitive and social psychology to expose prejudices that people can't consciously feel or aren't willing to admit,' explains CEO Paul Conner. 'We apply these approaches to brands to help marketers see important emotional connections that they may not otherwise know about.'

Web site: www.experiemotive.com .

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