Emotional intelligence, although not to be confused with IQ or being emotional, is defined as the ability to be intelligent about your emotions. It consists of motivation, social skills, empathy, self-awareness and self-regulation.
Numerous studies have shown that the brain is built to adapt in response to good or bad experiences more than any other organ in our body. In other words, Emotional intelligence can be acquired and increased over a period of time.
Some Research scientists have been calling for Emotional Market Research and it is safe to say that the time has finally arrived. As consumer decision-making becomes more emotionally-based, successful brands will identify and utilize emotional values as strategic foundations for meaningful positioning, differentiation, and more authentic storytelling.
The future of business will be based on having a strong emotional connection with the consumer. Brands that adapt their research agendas to get a better understanding of the role that emotions play have a powerful advantage.
Examples of Emotional Market Research
WebCams: Three years ago, there were a handful of companies that provided or even scratched the surface of emotional research. Companies like Affectiva and RealEyes were the two dominant players in the space. Today, it is one of the top 5 emerging research methods, according to the latest Greenbook Industry Report. Webcams seem to be one of the more popular methods –typically placed in remote panels of users viewing ads or products in their homes or offices—they detect facial expressions and then provide what they call “emotional analytics.” In essence, the technology unearths the authentic feelings of individuals in real-time and intensity-level.
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Eye-tracking technology: Ranked 9th on the list of emerging methods and becoming widely adopted by many research firms, these technology records conversations alongside an automated system analyzing eye movement. From a selling standpoint, eye-tracking software deciphers a potential customer’s preferences in regard to webpage layout, brand placement, or even the product itself. Some studies have eye-tracking technology correctly identifying the honesty levels of subjects at an 83% accuracy level.
In a way, eye-tracking technology is a form of online survey, albeit in a different language, able to measure the intimate tastes of respondents. In fact, online surveys and eye-tracking technology could be a marriage made in marketing heaven, as their union truly focuses on a key issue in any manner of research sampling: honesty.
Using big data, transaction data and social data along with conscious and unconscious mind shopping behavior data presents a new single view of how marketers may be able to influence behaviors.
Ultimately, the goal is to develop novel marketing models to integrate the best from big data analytics—as well as influence based on how brain stimuli relate to perception, memory, and decision-making. Big data may provide information on “what” people did, but neuromarketing gets to the “why” they did it according to swaying stimuli.
There are other, smaller examples, such as utilizing GPS technology to record the actual movement of shoppers instead of relying on their memories later on in a study. QuestionPro has added a number of innovative tools to the mix as well, including “Live Discussions”, which harnesses feedback, using a custom, real-time, qualitative platform to probe deeper into a respondent’s mind. Conversational Form, which is currently in beta, combines Artificial Intelligence and innovative techniques to humanize the survey experience in a chat-like conversation to capture better user responses.
While there is still a lot of work to be done when it comes to emotional research, the technologies are still developing and methodologies are being perfected. However, the subconscious resistance to emotional research remains. Not embracing this form of research, however, could negatively affect customer experience, which has a huge impact on overall business revenue.
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