underthe&radar in&real&time& nimf 201… ·...

MindSight® is a registered Trademark of The Forbes Consul9ng Group

UNDER THE RADAR IN REAL TIME MindSight® Mobile Uncovers Emo>onal Experience in the Retail Store

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THE FORBES CONSULTING GROUP © 2014

Time Heals All Wounds… and That’s a Problem for Researchers Fading Affect Bias (Walker et. al., 2009): emoConal memories tend to fade over Cme, especially for negaCve experiences. è  Understanding consumers’ emo>onal experiences in retail environments is cri>cal to

managing sa>sfac>on and loyalty

è  Consumers’ ability to remember and report these emo>onal experiences diminishes rapidly with >me

è  Memories of dissa>sfac>on — cri>cal to service improvement — vanish especially quickly

è  It is cri>cal to conduct customer sa>sfac>on studies as close to actual shopping & consumpCon experiences as possible

è  This creates a need for customer emoConal assessment in the moment

Walker, W. R., & Skowronski, J. J. (2009). “The fading affect bias: But what the hell is it for?”. Applied Cognitive Psychology, 23: 1122–1136.

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Measuring Emo9on in the Moment

•  In 2 minutes, your customer can report how they just felt in your store.

“My shopping experience just now made me feel a little bit _____.”

Psychological priming sentence

MindSight® Emo.onal Profile

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“My experience just now leaves me feeling _____.”

Probing Live for Qualita9ve Details

•  A live qualita>ve interview in-‐the-‐moment can probe deeper to create context and texture of emo>onal experience data.

MindSight® Emo.onal Profile

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A Comprehensive Model Of Mo9ves

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The Validated Image Library

•  The MindSight® image library contains emo>onal s>mulus images that have been validated around the globe

MINDSIGHT®

IMAGE

LIBRARY

THE FORBES MOTIVATIONAL MATRIX

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A Dialog with the Emo9onal Brain “The earliest stage of emo9onal reac9ons takes place [at] about five hundred milliseconds… [this] …sits between the couple of hundred

milliseconds we require to be conscious of a paTern and the seven or eight hundred milliseconds we need to process a concept.”

Antonio Damasio, Self Comes to Mind, 2010

200 MS 800 MS 500 MS

THE EMOTIONAL DISCOVERY WINDOW

RECOGNITION . . . . . . . . . . . . . …. . . EMOTIONAL REACTION . .. . . . . . . . . . . INTELLECTUAL REFLECTION


Two Case Studies

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The Hole in a Customer Service Experience

•  Client franchisee owned several Dunkin’Donuts franchises in the Metro Boston area

•  Client was puzzled by performance of some of the stores within his franchise ú  Same infrastructure ú  Same training & seniority ú  Similar neighborhoods

•  MindSight® Mobile technology to answer his key ques>on about this business situa>on:

WHY IS STORE “A” DOING SO MUCH BETTER THAN STORE “B”?

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Three areas of fulfillment translate into “Wake Up and Start the Engines” •  OR “America Runs on Dunkin”

MOTIVATIONAL ENERGY in DETAIL

On Top Successful

EMOTIVE NUANCES

z

In Charge Take Off

EMOTIVE NUANCES EMOTIVE NUANCES

Plugged In In the Groove

These were experienced at both stores.

David Forbes, “Toward a Unified Model of Human Motivation, Review of General Psychology June 2011

MINDSIGHT® MOTIVATIONAL DOMAINS DRIVING POSITIVE PURCHASE EXPERIENCE

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David Forbes, “Toward a Unified Model of Human Motivation, Review of General Psychology June 2011

MINDSIGHT® MOTIVATIONAL DOMAINS DRIVING NEGATIVE PURCHASE EXPERIENCE

Store “B” on the other hand, dis9nc9vely lacked the personal touch

Faceless Just a Number

EMOTIVE NUANCES Clueless

Incompetent

EMOTIVE NUANCES

MOTIVATIONAL ENERGY in DETAIL

When customers feel “anonymous”, and lack a sense of “respect” – they ultimately feel “incompetent” about their store choice

Ignored I don’t matter

EMOTIVE NUANCES

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THE DIFFERENCE: “A” Dunkin Donuts store vs. “My” Dunkin Donuts store

$$$ Build a solid social connec>on and the customer feels like they made a good choice; loyalty and rising profits ensue.

($) Interpersonal ina_en>on and neglect make the customer feel anonymous and disrespected. The customer feels like they made a bad choice; loyalty and profits suffer.

•  Beyond the core brand promise of Empower -‐> Engage -‐> Achieve…

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The Retail Shopper in the Moment

•  This FCG ini>a>ve examined customer experiences in the moment at this major department store clothing retailer

•  Focus of the research was on most sa>sfied vs. least sa>sfied shoppers. ú  Differences in the emo>onal experience of shopping were

measured as customers lec the store ú  Emo>onal data from high and low sa>sfac>on groups were

contrasted to iden>fy emo>onal drivers of sa>sfac>on

WHAT MAKES TWO SHOPPING TRIPS IN THE SAME STORE SO DIFFERENT?

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The happy shopper felt they were “in the know” and felt connected to personal service as they shopped

The exclusive and personalized environment of Nordstrom resonates well – likely with those willing to feel “they qualify”

Innovative Creative Skilled

EMOTIVE NUANCES MASTERY

Welcoming Friendly

Team Spirit Inviting

EMOTIVE NUANCES BELONGING

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But unhappy shoppers had a very different experience

The store may not get a maximum ROI on its Upscale investment – more and beler ways need to be found to make the experience more exciCng, and the purchaser more confident.

Distracted Bored

Wandering Uninvolved

EMOTIVE NUANCES DISENGAGEMENT

Hesitant Self Doubting

Unsure

EMOTIVE NUANCES INSECURITY

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What’s in it for You?

•  THE DUNKIN’ DONUTS ENGAGEMENT convinced a large franchiser that success isn’t always built on func>onal features (speed, cleanliness, furnishings) and demonstrated how training employees to deliver the “personal touch” may make a difference that drops to the bo_om line – especially in a >me of day where everyone is feeling “groggy”

•  THE NORDSTROM’S ENGAGEMENT revealed an unexpected poten>al to be “bored” during a shopping trip to this department store, and opened discussion of strategies to create “shopper-‐tainment” for customers

FOR RETAIL BRANDS – could get access to powerful insights about customers’ emotional experiences in-store – to drive powerful new strategies for building and maintaining a customer base that is truly thrilled.

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Customer Experience and Sa9sfac9on: A Prime Mobile Research Target è  Businesses spend untold millions each year on Customer Sa>sfac>on measurement

è  This research currently suffers to an unmeasured degree from Fading Affect Bias

è  Customer Sa>sfac>on data gathered in-‐the-‐moment, before negaCve affect fades, will give managers access to more complete range of feedback from their customers.

è  Dissa>sfac>on feedback (i.e., problem detecCon and resoluCon) is the most ac>onable element of customer sa>sfac>on data – mobile can deepen and broaden access to this informa>on resource

è  Opportunity to recognize the power of mobile research to energize a cri>cal and almost universal market research ac>vity for much improved ROI.

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Moving Forward

Implemen>ng Customer Experience & Sa>sfac>on research in the moment can be op>mized in many ways. è  We need solid adapta>ons of all measurement objec>ves to the interac>ve, mobile

environment – too many mobile interview experiences are s>ll paper surveys rendered into pixels

è  We need to think about the vast range of other capabili>es of the smart phone –integrate video/photography, voice recording, speech analysis, biometrics, and geo-‐fencing into our research protocols

è  We need to leverage developments in electronic payment technology to deliver “smart incen>ves” to mobile respondents

è  Let’s work together to bring out the full poten>al of mobile emo>onal research!


Thank You

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