exploring and measuring emotion for qual360
DESCRIPTION
If we want to understand human emotions, research needs to speak the language of the emotional brain. The implicit brain (System 1) processes more than 11 million pieces of sensory data per second and 10 million of these are visual. [By contrast, our verbal brain (System 2) is limited to less than 50 per second.] The brain thinks visually, and always translates abstract concepts in language back to the language of physical experience, which is why metaphors are so pervasive in language - they are the brain's translation toolkit. Emotions also reside in System 1 and are experienced non-verbally too. Emotions are important to understand human goals, which should be the key to success for any brand strategy. The key to understanding emotions is visual thinking. This is a presentation given to Qual360 in Singapore on 2 October 2014.TRANSCRIPT
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
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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