| Background Emotional Insights combines our work in psychology, our market research experience, and recent developments in sensory marketing, emotions research, and cognitive science. The end result is a unique prism through which we view and explore consumers' experiences with brands. The Problem Standard qualitative research protocols tend to produce information that stays within the realm of the familiar: Product usage, likes, dislikes, triggers, in addition to perceptions, opinions, behaviors, and attitudes. After being applied over a series of qualitative studies in the same category, this standard template sometimes may fail to produce valuable new insights. Our Solution We have developed our own interviewing method based on review of current trends in sensory marketing, emotions research, and cognitive science. Compared to standard qualitative techniques, our proprietary method takes our respondents through an exploratory journey that produces a more intimate portrayal of their emotional experience. |
