Ramada Hotel Singapore October 1 & 2, 2014

#QUAL360

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#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014

Platinum Sponsor Silver Sponsors

Association & Education Partners

Media Partners

Exploring & Measuring

Emotion: Neuropsychology

& Visual Thinking

2 October 2014

Neil Gains

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Divider slide Talking to the emotional brain

• Our brains think visually

• Emotions are goal-directed

• Successful brands focus on

relevant goals

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System 1 and System 2

11 million bits per second 50 bits per second

Divider slide INTIMACY

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We think visually

Divider slide The brain’s

translation

toolkit

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What is emotion?

“Emotions are evolved mechanisms for motivating behaviour, helping us to seek what we need to survive by guiding us towards what we like and find pleasurable, while avoiding what may be harmful, damaging or painful. Emotions are a way to assess and interact with our ever-changing environment, taking into account our current needs and past experiences.”

[source: Emotion: Pleasure and pain in the brain by Kringelbach & Phillips, page 123]

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Animals have 7 independent emotional systems

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Emotions are goal-directed

Self protection

Popular choice

Status

Exclusive choice [source: The Rational Animal by Kenrick & Griskevicius, 2013]

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Attention depends on goals

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Case study : back story

Back story Category

codes Emotional

stories Validation

Creative workshop

Experience design

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Why is my advertising campaign not working?

What is the emotional message?

Freedom or

destruction?

Independence

or arrogance?

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Case study : consumer stories

Back story Category

codes Emotional

stories Validation

Creative workshop

Experience design

Visual Think Cards capture emotions

Care & connection enable knowledge &

creativity

Artist • Create opportunities

Guru • Stay ‘in the know’

Everyman • Stay connected

Caregiver • Secure network

“She looks wild, tough, unconventional, but I

prefer to work according to the rules” (business

travel)

“Is this a hair or salon ad?” (entrepreneur)

“She is tough, not friendly and hard rto get close

to. I wouldn’t want to be like her, she is not

attractive.” (entrepreneur)

“I don’t get what it means by ‘creating doors to

open’” (geek)

“I can relate to this, and I think the visual looks

cool … It looks like a fashion ad, you can’t

understand it without the text, and I’m not sure

how to connect it with 1O1O.” (business travel)

“She is a cross of rough and polite, rebellious,

individualistic. I don’t want to be like that. She is

unique but isolated and cannot easily connect

with others.” (geek)

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Case study : quantitative segmentation

Back story Category

codes Emotional

stories Validation

Creative workshop

Experience design

Target customers want understanding to help them create impact

0

20

40

60

80

100 WARRIOR (COURAGE)

ARTIST (CREATIVITY)

EXPLORER (DISCOVERY)

REBEL (DISRUPTION)

JOKER (FUN)

SEDUCER (INTIMACY)

EVERYMAN (BELONGING)

CAREGIVER (CARE)

IDEALIST (TRADITION)

RULER (CONTROL)

GURU (KNOWLEDGE)

CATALYST (CHANGE)

HK general

Target segments

What do customers want to feel?

Thank You www.tapestryworks.asia

#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014

Platinum Sponsor Silver Sponsors

Association & Education Partners

Media Partners

Ramada Hotel Singapore October 1 & 2, 2014

#QUAL360

Organized by