The Secret Life of Emojis: How They're Changing Consumer Communication in Market Research.
Olympic Research and Strategy
Data with purpose. Strategy with impact.
Whether we're sending a thumbs-up, heart, or crying-laughing face, emojis have become a core part of our digital conversations. But these small symbols are also making a big impact in market research, offering a unique lens through which we can understand consumer sentiment and emotional response.
Why Emojis?
Emojis communicate tone and emotion, bridging the gap that plain text often leaves behind. In market research, this means we can gauge not only what people think but also how they feel about a product, brand or service.
Decoding the Emoji Advantage
Using emojis in survey or social media analysis helps brands connect with audiences on an emotional level. For example, if a customer responds to a product survey with a series of fire emojis, we know there's excitement. If we see an eyeroll, it's likely the opposite.
Emojis in Surveys: Simplifying Feedback
Emojis are not only a fun way to engage with consumers, but also a powerful tool for gathering feedback in a simplified and visually engaging manner. For instance, many surveys now include emoji scales to assess customer satisfaction or emotional reactions.
Imagine a product feedback survey where instead of answering a series of written questions or using a traditional Likert scale (1 to 5), a respondent is asked to select an emoji that best represents their experience. The response options could include a smiling face for satisfaction, a neutral face for indifference, and a sad face for dissatisfaction.
This approach is especially helpful when dealing with customers from younger generations, who are more accustomed to using emojis in their daily communications. It allows for quicker responses and a clearer indication of emotional sentiment than a traditional text-based question.
Practical Tips for Using Emojis in Research
Emojis and Customizable Digital Expressions
One of the interesting trends in digital communication is the rise of custom emojis and stickers. With AI tools, consumers can now create their own personalized stickers and emojis to better express their emotions. This customizability gives users a deeper sense of connection and offers even more precise emotional cues for brands to analyze.
In South Korea, for example, Kakao, the country's dominant messaging app, has leveraged this trend through its Kakao Friends characters. These fun characters (check it out here), such as Ryan the lion, Apeach the peach, and Muzi the rabbit, allow users to express themselves in a way that's both playful and culturally relevant. Kakao also provides the option of customizable sticker packs so that users can create their own stickers to perfectly capture their sentiments. This highlights how important emojis and emoticons have become in digital communication and how those visual cues can deepen connection and convey emotions quickly.
Kakao Friends has become so popular that the characters are now featured on products, have their own stores, and even in collaborations with other brands, illustrating how powerful and culturally relevant these digital expressions have become. Through the use of personalized characters like these, brands can tap into richer emotional language, making it easier for consumers to engage, share their feelings, and connect with brands.
The Future of Emoji and Digital Expression Analysis
As emojis and emoticons evolve, so does their potential in market and consumer research. By understanding this digital language, brands can keep pace with trends, understand nuanced sentiments, and create more authentic connections with consumers.
At Olympic Research and Strategy, we're excited to explore these digital insights, helping brands decode the emotional responses behind their consumers' favorite emojis.
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