How do you measure consumer motivation and emotion in your market research?

In my experience, qualitative feedback from methods like interviews or focus groups can be super helpful in coming up with ideas for multiple-choice survey questions. By listening to customers talk about their experiences in their own words, you can get a better sense of the language they use and the factors that matter most to them. This can help you craft survey questions that are more nuanced and specific, which in turn can lead to richer and more actionable data. So if you're planning on doing a big survey, it's definitely worth taking the time to gather some qualitative insights first!

Caution that qualitative research as most of the time this is tinged with bias. We subconsciously look at what validates our thinking. We anchor around the soundbites that reflect an early thought we liked. A provocation is to not allow team members to attend qualitative groups, or to give them one consumer to adopt and champion. This reduces common biases. The best use for qualitative, imo, is observation of what people do instead of analyzing what they say. Since the people interpreting and viewing are human, I don't like to use qual research to explore the content of people's words. People's verbal attributions are rarely indicative of their emotional state or their upcoming behaviors.

If you want to measure consumer motivation and emotion, using quantitative methods like surveys with rating scales, such as Likert scales, can be effective. These surveys ask people to rate their level of agreement or disagreement with statements about motivation and emotion, like "I feel motivated to use this product/service" or "This product/service makes me feel happy." Based on the data you collect, you can figure out the average level of motivation and emotion among your respondents, and spot any patterns or differences between different groups. It's a great way to get a clearer picture of what drives your customers.

You can get to emotions using projective techniques borrowed from the qualitative world or psychology in quantitative setting. For example, you can use faces that express different emotions and I ask respondents to select the one(s) that express how they feel about a topic, a concept, a treatment. Similarly, you can use blob trees with amorphous characters. Another technique is to ask questions using a thought or speech bubble with a scenario in the 3rd person (Imagine this person is explaining how she feels about this ad she just saw). People tend to give more honest and rich answers when talking in the 3rd person.

A common misconception in research is that we can ask consumers to explain their own emotional drivers and barriers. Instead of asking open-ended questions that include the word "Why?", focus instead on measuring what they CAN accurately report. A few classics: - Psychological attachment: how hard would it be for them to give up? - Usage momentum: do they WANT to use more, less, the same in the future? - Brand attributes: when they think of the brand, what comes to mind: words? numbers? pictures? flavors? -- are they driven by facts, or feels?

Quando falamos de experiência do cliente estamos falando de como ele se sentiu e por isso aplicar pesquisas com base nas emo??es faz muito sentido. Um exemplo é um erro clássico de uma nota 1 e o comentário de atendimento maravilhoso. Se você oferece a escala de emo??es, ele vai refletir mais e a resposta será muito mais assertiva.

Recently I have explored Dr Paul Zak work, Immersion, to measure emotions through smartwatches. I did not have an opportunity to test this approach in a project but it looks like a great option for retail experience.

You can use images as catalysts to get to the emotions. You can have respondents create an eCollage selecting images from a library (may require that your survey platform can do it) or select one image among a dozen to express their feelings. Your choice of images should be based on metaphors and not a literal meaning to get richer answers. Look at Zaltman work on metaphors. You can analyze the themes through the selection of images and coding of follow up open ended answers. AI tools can help you in the analysis of unstructured data from open ends.

Com a ajuda da IA ficou muito mais fácil fazer esse tipo de análise, ainda mais quando a base de respostas é muito grande. Com um simples comando todas as respostas podem ser analisadas conforme sentimentos e pedir também a identifica??o das principais dores citadas.

In my experience in CPG, the best way is to measure motivation and emotion is through quant analysis followed by qual analysis. I look at motivation as "did the consumer buy the product" and emotion as "did the consumer buy the product again". Understanding trial and repeat then surveying verified buyers to understand their product experience captures why they were motivated to buy, and what emotions were elicited from the product experience.