emotional profiling

With our quantitative Emotional Profiling (EP) technique, adapted from implicit assessment approaches in cognitive and social psychology, we measure how much your consumer target feels discrete feelings about your and your competitors' brands (and other product or marketing content).

Our EP studies assess both explicit and, most importantly, implicit emotions, too.  Assessing implicit emotions differentiates our approach because implicit feelings are not assessed using traditional techniques.  And implicit feelings can and do influence brand preference and purchase!

Furthermore, our EP studies include driver analyses to indicate which emotions (both explicit and implicit) most influence brand preference or purchase.

An example of an Emotional Profile chart you will receive in an EP study is as follows:

The Emotional Profile consists of four standardized measures indicating how respondents "feel" about your brand.

• An Overall Emotionality Score (e.g., 120) which indicates the strength and direction of people's overall feeling toward your brand.
• A Total Score for each emotion (e.g., 68 for Confident), which indicates the degree to which people feel this overall as they see your brand.
• An Explicit Score for each emotion (e.g., 42 for Confident), which indicates the degree to which people feel this consciously as they see your brand.
• An Implicit Score for each emotion (e.g., 26 for Confident), which indicates the degree to which people feel this unconsciously and/or automatically as they see your brand.

In addition to providing this descriptive Emotional Profile, driver analyses are conducted.  Using descriptive and regression-based statistics, these analyses show the impact of each of the emotions on your brand's preference or purchase; explicitly, implicitly, and in total.

For examples of Emotional Profiling reports, visit the Full Research Reports section of our website and download the Samsung/Sony and/or Frozen Food reports.

You'll find your brand's Emotional Profile distinct,

strategically guiding, and surprisingly affordable!