{"id":474,"date":"2024-02-14T08:13:25","date_gmt":"2024-02-14T07:13:25","guid":{"rendered":"https:\/\/good-market.ing\/measure-feelings\/"},"modified":"2024-07-18T08:25:38","modified_gmt":"2024-07-18T06:25:38","slug":"measure-feelings","status":"publish","type":"page","link":"https:\/\/good-market.ing\/en\/measure-feelings\/","title":{"rendered":"Measuring Feelings with the Emotional Profiler"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.24.0″ _module_preset=”default” min_height=”80vh” animation_style=”slide” animation_direction=”bottom” animation_duration=”800ms” animation_intensity_slide=”10%” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”||36px|||” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Measuring Brand Emotions With the Emotional Profiler<\/h1>\n

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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.<\/p>\n

[\/et_pb_text][et_pb_button button_url=”#start” button_text=”How we measure brand feelings” _builder_version=”4.24.0″ _module_preset=”default” button_bg_color=”RGBA(255,255,255,0)” button_font=”||||||||” button_on_hover=”off” background_layout=”dark” custom_padding=”0px|20px|0px|0px|true|false” global_colors_info=”{}” custom_padding__hover_enabled=”off|hover” custom_padding__hover=”10px|20px|10px|0px|true|false”][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ module_id=”start” _builder_version=”4.24.0″ _module_preset=”default” background_color=”rgba(255,255,255,0.4)” background_image=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/02\/good-marketing-marken-gefuehle-messen.jpg” background_position=”center_left” background_blend=”soft-light” min_height=”50vh” animation_style=”fade” custom_css_main_element=”display:flex;” global_colors_info=”{%22gcid-f78406cb-f7c1-426b-a8f2-b7c3aabf46ad%22:%91%22background_color%22%93}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Emotions make brands<\/h2>\n

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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.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.24.0″ _module_preset=”default” min_height=”80vh” animation_style=”slide” animation_direction=”bottom” animation_duration=”800ms” animation_intensity_slide=”10%” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

The Science Behind It<\/h2>\n

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“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.<\/p>\n

By the way: We often hear that, according to Paul Ekman<\/a>, 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.<\/p>\n

The approach of Robert Plutchik<\/a> and his “wheel of emotions” (which is actually an unfolded cone) is more helpful because it is closer to reality.<\/p>\n

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.<\/p>\n

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Measuring Feelings with the Emotional Profiler<\/h2>\n

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.<\/p>\n

This accuracy is necessary in order to recognise differences even within a market with several competitors.<\/p>\n

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.<\/p>\n

In addition, the Emotional Profiler determines which emotions are particularly strongly represented in which groups of people. <\/p>\n

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The Result: Twice the Knowledge For Your Business<\/h2>\n

Each emotional profiling analysis delivers two individual results for the respective brand:<\/p>\n

1. The Emotional Profile<\/h4>\n

Overview and structure of the relevant feelings.<\/p>\n

2. Emotional Types<\/h4>\n

Breakdown of the groups of people by brand sentiment. <\/p>\n

This way you not only know how your brand feels or should feel, but also which people have these feelings and to what extent.<\/p>\n

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More successful through the targeted use of emotions<\/h2>\n

Once you know what the target group feels or wants to feel, many marketing challenges can be tackled in a targeted manner:<\/p>\n

    \n
  • Agencies etc. can be briefed precisely. Assessment and feedback is much more precise. This saves feedback loops.<\/li>\n
  • Campaigns and other marketing measures can be developed specifically to appeal to a certain feeling<\/li>\n
  • Campaigns that appeal to the right emotions of the target group are better perceived, are remembered longer and trigger more actions.<\/li>\n
  • Products and product variants can be developed specifically to appeal to the desired emotions.<\/li>\n<\/ul>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.24.0″ _module_preset=”default” background_color=”#00afff” background_enable_image=”off” background_blend=”soft-light” animation_style=”fade” custom_css_main_element=”display:flex;” global_module=”154″ saved_tabs=”all” global_colors_info=”{%22gcid-f78406cb-f7c1-426b-a8f2-b7c3aabf46ad%22:%91%22background_color%22%93}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” header_text_color=”#FFFFFF” global_colors_info=”{}”]<\/p>\n

    I Need an Engineer’s Plan<\/span><\/h2>\n

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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.<\/p>\n

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    Emotions determine purchasing decisions. With the Emotional Profiler, we can measure the feelings people associate with your brand or market in a precise and extremely differentiated way. 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