exploring and measuring emotion for qual360

Exploring & Measuring Emotion: Neuropsychology &

Visual Thinking 2 October 2014

Neil Gains

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Divider slide Talking to the emotional brain

•  Our brains think visually •  Emotions are goal-directed

•  Successful brands focus on goals

Does market research use too many words?

The age of the image

System 1 and System 2

11 million bits per second 50 bits per second

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Verbal vs non-verbal?

INTIMACY

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The blink of an eye

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We think visually

Divider slide The brain’s translation

toolkit

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Our first language

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What is emotion?

“Emo%ons  are  evolved  mechanisms  for  mo%va%ng  behaviour,  helping  us  to  seek  what  we  need  to  survive  by  guiding  us  towards  what  we  like  and  find  pleasurable,  while  avoiding  what  may  be  harmful,  damaging  or  painful.  Emo%ons  are  a  way  to  assess  and  interact  with  our  ever-­‐changing  environment,  taking  into  account  our  current  needs  and  past  experiences.”    

[source:  Emo,on:  Pleasure  and  pain  in  the  brain  by  Kringelbach  &  Phillips,  page  123]

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Approach or avoid?

At least 7 independent emotional systems

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Emotions guide us to the right behaviours

Self protection

Popular choice

Status

Exclusive choice [source: The Rational Animal by Kenrick & Griskevicius, 2013]

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Attention depends on goals

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Case study : back story

Back story Category codes

Emotional stories Validation Creative

workshop Experience

design

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Why is my advertising campaign not working?

•  HK telco client launched first high profile ad campaign for years

•  Targeting entrepreneurs, expats, business travel, geeks & others

•  Initial indications that performance targets not being met

•  “Why is my campaign not working?”

What is the emotional message?

Freedom or destruction?

Independence or arrogance?

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Case study : consumer stories

Back story Category codes

Emotional stories Validation Creative

workshop Experience

design

Visual Think Cards capture emotions

Care & connection enable knowledge & creativity

Artist • Create opportunities

Guru • Stay ‘in the know’

Everyman • Stay connected

Caregiver • Secure network

“She looks wild, tough, unconventional, but I prefer to work according to the rules” (business travel)

“Is this a hair or salon ad?” (entrepreneur)

“She is tough, not friendly and hard rto get close to. I wouldn’t want to be like her, she is not attractive.” (entrepreneur)

“I don’t get what it means by ‘creating doors to open’” (geek)

“I can relate to this, and I think the visual looks cool … It looks like a fashion ad, you can’t understand it without the text, and I’m not sure how to connect it with 1O1O.” (business travel)

“She is a cross of rough and polite, rebellious, individualistic. I don’t want to be like that. She is unique but isolated and cannot easily connect with others.” (geek)

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Case study : quantitative segmentation

Back story Category codes

Emotional stories Validation Creative

workshop Experience

design

Target customers want understanding to help them create impact

0  

20  

40  

60  

80  

100  WARRIOR  (COURAGE)  

ARTIST  (CREATIVITY)  

EXPLORER  (DISCOVERY)  

REBEL  (DISRUPTION)  

JOKER  (FUN)  

SEDUCER  (INTIMACY)  

EVERYMAN  (BELONGING)  

CAREGIVER  (CARE)  

IDEALIST  (TRADITION)  

RULER  (CONTROL)  

GURU  (KNOWLEDGE)  

CATALYST  (CHANGE)  

HK general Target segments

What do customers want to feel? A blend of knowledge & change agent

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Divider slide Emotions speak in pictures

•  Our brains think visually •  Emotions are goal-directed

•  Successful brands focus on goals

Thank You www.tapestryworks.asia