[Insights That Work - Case Study] Sentient utilized advanced implicit methods to develop successful product launches for Frito-Lay.
[Insights That Work - Case Study] Origin CBI utilized AYTM's automated surveys to streamline their consumer motivation profiling tool.
How is behavioral science changing the insights industry? Find out below, and join us for IIeX Behavior on November 7-8 in Chicago.
Facial coding is a wildly used tool to measure emotions. This blog from Michael Sankey and Ph.D., Ken Roberts examines how effective it is in predicting purchase behavior for ad testing.
Questions to ask include: “Is it something more than a qualitative opinion?” “Does it go beyond imagery and does it really measure consumer emotions? And, perhaps most importantly, “Is it predictive of what will happen in the marketplace?”
Despite the frequency of talk about “evolve or perish”, and near universal sentiment that the market research is undergoing significant transformation, it seems that the great majority of us are optimistic about the direction the industry is headed.
The study of emotions as they drive consumer behavior is still a relatively new focus for market researchers. It seems important at this early point to begin clarifying the various options for this type of research, the various types of phenomena that can be called emotions.
We are entering an era where, thanks to technology like facial imaging, "soft-data" on emotions - traditionally the province of qualitative studies or smaller scale specialized surveys - will become "big-data" that provides very hard results.
In a humorous prank highlighting an important turning point in advertising, BrainJuicer thanks Millward Brown for acknowledging in a recent publication that emotional factors may be better indicators of long terms brand success than traditional metrics.
