How to begin your emotion market research
It’s important to understand the value in emotion market research, but what if you already see the value in it but don’t know how to do it? If you haven’t focused on emotion research in the past, the thought of an unfamiliar area of research may seem daunting.
If you’re considering doing emotion research, wouldn’t you prefer that the process be seamless and easy to integrate with your current projects? It’s far easier to supplement your process with other techniques than to scrap everything and start from scratch, and we recognize that. Luckily, there is an approach that’s non-invasive and doesn’t require a large amount of effort on your part or a complete overhaul of your existing research process – the key is to use language.
Because language is ubiquitous, it is an ideal raw material for emotion research that can be integrated with virtually any existing research technique, be it qualitative or quantitative. A further advantage is that the output of the analysis itself is based in language, a universally-understandable format for results. The ease of understanding results means you and your marketing & communications team can begin utilizing the deliverables immediately. However, not all research companies have the right tools to perform this language analysis.
We know that many companies already have existing partners they prefer to use for research such as brand-tracking, needs-based segmentation and data collection, yet they lack the necessary tools to pull out the emotional insights. There is a misconception that beginning an emotion research project will require companies to break off from their qualified specialists. With our Emotion Intelligence techniques, we’ve found a solution that won’t require you to replace your existing partners or scrap your existing plans – you can simply plug in our techniques to what you’re already doing. The simple addition of our language analysis tool is a low-risk option for market researchers who want to understand their customers’ emotions better.
So what does that look like? There are multiple ways we can use Emotion Intelligence:
- The simplest way is we take your data from a completed research project or one that is ongoing, and we’ll analyze it using our patented algorithms for emotion detection. What you’ll get back is actionable insights into customer emotions, with little-to-no effort on your part.
- The next level is to let us in as a sort of consultant; we’ll refine what you’re doing in ongoing research by suggesting some enhancements to techniques. This could be as simple as tweaking the way you’re already asking questions, or maybe suggesting new questions to add to a discussion guide or other survey instrument you’re using.
- The most comprehensive way of working with us is to have us run the entire research process, since we have the ability to do so as a full-service company. If you don’t have the time or resources to do the research internally, we’ll take over the process for you and produce the insights into emotion that you need.
A balanced approach to emotion research is important. The process should be seamless so as not to disrupt the current work but merely be an add-on to it. Martec has found a solution to this problem with our Emotion Intelligence techniques. If you’d like to learn more, contact us.