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short articles / presentations

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Implicit Emotional Assessment: Uncovering What Consumers Can't or Won't Tell Us About Their Feelings (March 2009) - This presentation, which has been adapted from a live webinar, makes the point that emotions operate unconsciously or unwillingly within consumers, but consumer research relies a great deal on what consumers "explicitly" tell us. To address this problem, "implicit" techniques are presented that allow researchers to assess what consumers are unwilling or unable to tell us.

experiEmotive® analytics' CATEGORIES OF EMOTIONS AND FEELINGS (Updated January 2008) - A comprehensive listing and categorization of emotions and feelings that people have in consumer situations. They can be used to effectively research consumers' emotional motivations and develop marketing strategies and tactics from them.

The Seven Plus 2 COs of Consumer Satisfaction: A Mnemonic for Making Consumers Happy (June 2006) - From 20+ years of consumer research, the Seven Plus 2 COs organizes consumer complaints in a way that will (1) help marketers make sure they are covering all important areas of consumer satisfaction and (2) stimulate new ideas for enhancing consumer satisfaction.

Emotions and Feelings: Drivers of Consumer Behavior (Summer 2005) - This lead article in QRCA Views explains what emotions and feelings are and why they are critical in understanding consumers. Furthermore, the article highlights five critical improvements that should be made to improve emotional consumer research toward better (i.e., more emotionally engaging) marketing.