Emotion Intelligence

The Art and Science Behind Injecting Emotion into Business-to-Business Marketing

One area of the marketing research discipline that cannot be emphasized enough is a certain power perhaps upstream of provocation, and that’s the power of emotions. We have studied the role emotions play in purchases of all kinds of purchases and strategic decisions — B2B and B2C alike — and the research shows that emotions are powerful drivers of action.

How to Take a “5-D” Approach to Optimizing CX

Customer Experience & Journey Mapping, Voice of Customer

A comprehensive look at four methodologies we use to not only understand the existing customer experience, but to optimize that experience for how an audience wishes to experience an interaction with a brand.

Case Study: Franchisor Takes 5-D Approach to Optimize Customer Experience

Customer Experience & Journey Mapping, Chemicals

The customer experience research objective was to take Martec’s 5-D insights approach to study client experiences, understand the true voice of customer, and engineer the customer journey to maximize engagement and customer satisfaction.

Using Plutchik’s Wheel of Emotions in Market Research

Many approaches to linguistic emotion-analysis exist, but Martec has found the most success with tools that approach emotion research through the lens of Plutchik’s Wheel of Emotions. The basis of Plutchik’s Wheel of Emotions is to pare down a vast number of emotions into a smaller, more manageable set of emotion “channels” that focus on what type of emotion is present. This allows for a simpler conceptualization of human feelings.

Customer Experience: Humans Experiencing Human Emotions & Making Moments to Remember

Customer Experience & Journey Mapping, Voice of Customer

Why a customer chooses to buy, and when, and whether that customer can be retained, whether he or she will become a vocal brand advocate, and why that customer chose our product or service over a competitor’s represent the secret sauce to replicating that behavior in others—creating customer experiences that drive future sales. But without understanding the why, you are more or less guessing at the what you are trying to replicate.