Strategic Market Research

by Dr. Anne E. BeallPrepared by Matthew A. Gilbert, MBA

Chapter 6: Getting to the Heart

of Respondents Emotions

Start with the Heart

Emotions play a large role in how people view brands, products and services. We often give rational reasons for our decisions but

emotions are often where our decisions actually start.

Common Sense Is Wrong: We make better decisions when our decisions are involved. Making decisions on gut feelings is a positive.

Consider Malcolm Gladwell’s “Blink.”

Start with the Heart

Strategies to access respondent’s emotional core: Projection Techniques

Projecting feelings onto other people.

Projecting feelings onto characters.

Associations Word associations.

Image associations.

Accessing hopes, dreams and aspirations.

Storytelling.

Salient memories.

Creating the Right Atmosphere

Begin session by encouraging people to be honest and to openly express their thoughts and feelings.

Use nonverbal expression to create a comfortable, accepting environment: nodding, eye contact.

Sometimes people share something very personal.

Projection Techniques

They/Them: Ask respondents to imagine someone else is experiencing something and to ask them how that other person feels. Example: If you’re curious what fears people have when

buying a car so ask respondents to describe feelings that other people have when they buy a car.

Characters: Ask people which characters or even celebrities represent them. A way for people to share information about themselves in

a more indirect, less vulnerable way.

Associations

Give a brand name and have respondents share the words or phrases they associate with it. Create a map showing words with strongest associations

with a particular brand (mentioned by the most people).

Have respondents create a collage with images. Images are a different language richer than words.

Associations

Associations

Hopes, Dreams and Aspirations

People don’t buy “stuff,” they buy visions of the future and perceptions of who they want to be. Example: Buying exercise equipment is about trying to

achieve a desired physical form.

People buy products and services to bolster a specific self perception.

Why buy the items for the life we want to have.

Stories and Memories

Stories are a verbal way of expression emotion.

When people tell stories of how they purchased items, they are really telling a personal narrative.

Ask respondents for specific memories: “Tell me about the first time you heard of Pepsi?”

“What is your first memory of Pepsi?”