Measuring Brand Emotions With the Emotional Profiler
Brands live on emotions. But that doesn’t mean you have to make a gut decision. Knowing is better than believing. And maths is sometimes better than feelings.
Emotions make brands
Values, emotions and feelings differentiate otherwise similar products from one another, facilitate identification and form the added value of a brand. Reason enough to deal with it professionally.
The Science Behind It
“Emotions” is the term used to describe a psychophysical movement that is triggered by conscious or unconscious perceptions. There is no standardised definition of the term. Reference is often made to so-called basic emotions, the number of which – depending on the author – varies between 4 and 16.
By the way: We often hear that, according to Paul Ekman, there are 7 basic emotions. That’s not quite right. Ekman does say that there are 7 emotions that can be recognised by facial expressions all over the world. However, he never claimed that there are no other basic emotions, or what exactly basic emotions are.
The approach of Robert Plutchik and his “wheel of emotions” (which is actually an unfolded cone) is more helpful because it is closer to reality.
He assumes that 8 basic emotions occur in different levels of intensity and can be mixed with each other. As with colours, this creates a circle of emotions that can be fine-tuned as desired.
Measuring Feelings with the Emotional Profiler
The Emotional Profiler is a measurement method that fulfils even the most extreme requirements. It is based on Plutchik’s idea of mixing emotions and can therefore differentiate between an almost infinite number of feelings.
This accuracy is necessary in order to recognise differences even within a market with several competitors.
For emotional profiling, 1,000 test subjects recruited for the respective brand according to predefined criteria are confronted with emotionally charged terms. From their answers, the algorithm determines the so-called “emotional profile”. A graphical representation of all sentiments relevant to the brand or market, their exact structure and the potential behind each sentiment.
In addition, the Emotional Profiler determines which emotions are particularly strongly represented in which groups of people.
The Result: Twice the Knowledge For Your Business
Each emotional profiling analysis delivers two individual results for the respective brand:
1. The Emotional Profile
Overview and structure of the relevant feelings.
2. Emotional Types
Breakdown of the groups of people by brand sentiment.
This way you not only know how your brand feels or should feel, but also which people have these feelings and to what extent.
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Weitere InformationenMore successful through the targeted use of emotions
Once you know what the target group feels or wants to feel, many marketing challenges can be tackled in a targeted manner:
- Agencies etc. can be briefed precisely. Assessment and feedback is much more precise. This saves feedback loops.
- Campaigns and other marketing measures can be developed specifically to appeal to a certain feeling
- Campaigns that appeal to the right emotions of the target group are better perceived, are remembered longer and trigger more actions.
- Products and product variants can be developed specifically to appeal to the desired emotions.
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If you too would like to position a brand, define target groups, design a marketing strategy or develop a business model, talk to us.