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One of the hardest questions for anyone to answer is “how do you feel?” Digital qual can be an excellent medium to get at consumer emotions.
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5 Digital Qual Techniques That Get to the Heart of Emotions
#1 MetaphorsAs we know from direct questioning, emotions are often exceptionally hard to put into words. A metaphor activity asks mobile participants to post an image that represents a particular product, brand, service or life event. Using images as vehicles for metaphors is a powerful way to help people access their emotions.
#2 EulogiesIn a eulogy activity, participants are asked to imagine what the loss of a product would mean to them and how they might replace it. For example, how would you feel if you could no longer buy your favorite brand of soup? This activity gets to the heart of a consumer’s affinity to a product, testing how deep the emotions run.
#3 PersonificationA personification activity asks participants to describe a series of events from the perspective of the product or object, rather than from their own perspective. This elicits strong emotional content as participants tend to transfer their emotions on to the object.
#4 StorytellingStorytelling can be a powerful conduit to deeper emotions. The key is how you set up the exercise. A good example is to introduce with the sentence, “Tell me about a time when you were surprised by…”
#5 Letter writingHaving participants write a letter is one of the simplest and most powerful activities to use in understanding how people truly feel about something in their life. Asking a participant to write a letter to a brand or product takes them into the realm of describing a relationship, where emotions more easily surface.
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