The old adages “People should think with their head and not with their heart” or “People are emotional or rational” are no longer relevant or factual.
It is virtually impossible to make decisions that are devoid of emotions.
Emotions are the lens by which you process information – you are almost always “feeling” or reacting to your environment.
Research Demonstrates That Emotions Drive All Behavior
EmotionsAttitudesOpinions
Beliefs
JudgmentsDecisionsBehaviors
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o Emotions are how people form attitudes, beliefs, and opinions which are the basis for judgments, decisions, and behaviors.
o Emotions are core to consumer behavior.
o People typically provide a logical argument to rationalize a purchase decision, but their emotional response is often what drives the purchase.
Why having an Emotion Expert as a Moderator Matters
1. It takes a properly trained expert to correctly identify and analyze emotions.
2. Body language accounts for 50%-70% of communication. Unlike verbal responses,
emotions and body language cannot be regulated and provide genuine insight into your
customers’ core feelings. We live in a polite society, and we often regulate what we say.
3. I have been academically trained in emotion research but I also have experience in
applying it to real-world situations… where in fact customer emotions impact business
performance.
4. Emotions are the primary reason consumers prefer one brand over another.
5. Combining insights from consumers’ emotions with strong qualitative methods and
learning provides holistic understanding, superior insight and innovative thinking!
Why having an Emotion Expert as a Moderator Matters
6. Creating an emotional connection can improve your business because we know:
Strong emotional drivers make people care about your brand
Emotions break through the noise and increase brand advocacy and engagement
Strong advertising campaigns engage strong positive emotions
Understanding the emotions of your target helps you bond and build brand loyalty
Understanding emotions can uncover new innovation areas
Leveraging the right emotional buttons boosts sales!
~ SEE EXAMPLES ~
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30 million viewers in 10 days!
Example of “Breaking through Clutter”
with powerful emotional advertising
Dove Real Beauty Sketches – You are more beautiful than you think
From Toms website: “With every product you purchase, TOMS will
help a person in need. One for One.®
With the support of TOMS customers and Giving Partners, TOMS Giving has reached
more than 35 MILLION PEOPLE across FIVE CONTINENTS.”
Toms Shoes: Brand example where social marketing or “cause marketing” was highly
successful. TOMS positioned themselves as a helping brand with a good cause and became
wildly successful, recognizable, and something people in turn felt emotionally good about
buying.
Emotions: There are many positive emotions evoked by this brand. One is that people
consistently feel more generous when they give something of themselves other than money and
people want to be recognized as givers which they can do by giving a pair of shoes with TOMS.
Also, TOMS increased their own self image by creating a wealth of positive emotions and
associations with their brand.
Example of Building Positive Emotions & Brand Advocacy
Allstate’s Success with “Mayhem” Campaign
• Allstate made the surprising move of switching from their Dennis Haysbert “You’re in good
hands” campaign to the “Mayhem” campaign – where commercials portrayed chaos and silly
catastrophes involving raccoons in the attic, puppies chewing up a car, a tree falling on a car,
etc.
• What happened? It was a huge success – reversed a sales decline and posted a sales increase
of 4.3% !
• Why did this work? It’s an emotional campaign! It’s funny and makes people laugh
and feel good about themselves.
‒ Employs an emotion known as schadenfreude—satisfaction or pleasure felt at someone else's
misfortune.
‒ By eliciting emotions, the Mayhem commercials create attention … emotions signal a person to pay
attention to their environment.
‒ This emotional campaign was successful in breaking through clutter and helping drive incremental
sales.
Overall Emotional
Tone Assessment
I can assess the emotions that are displayed by respondents based on
general observations during the discussion. My analysis identifies those
emotions and explains their business implications.
Facial Expression
Coding
Facial coding (based on Paul Ekman’s coding system) identifies distinct
emotions experienced at a point in time. Facial coding requires a one-on-
one interview which is video recorded. I provide discrete data points and
information on what emotions are exhibited during specific questions.
Body Language
Coding
Combining body language coding with facial coding captures
additional emotions and reveals an even richer picture. Body language
conveys emotions (e.g., confusion, boredom, pride) that go beyond those
expressed via facial expression and provides a significantly higher degree
of accuracy.
Custom Approaches to Capturing and Understanding Emotion
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Emotions can be captured based on general observation or through a more precise and
rigorous coding process, depending on the business issues and research objectives. In
particular, the facial and body language coding should be considered if assessing response to a
specific stimulus (e.g., concept, copy or ad, package) or if the topic is potentially sensitive
prompting respondents to “regulate” their reaction.
How we are different
• Your project will be managed and analyzed by an emotion expert with training in scientific
and academic research as well as experience in the industry.
• We provide cutting-edge methods drawing from both psychology and neuroscience theory.
Analytically we provide insights along with the “so what” or business implications to ensure
results are actionable and address your tangible business issues and decision making.
• Other companies and researchers offer “emotion research” but don’t know how to properly
apply and interpret the results. They can lack the proper background or training in
psychology to match the technique, analysis and application to your issues.
• Solution Partners has a whole team of trained and experienced researchers and marketers
to provide added perspective and business acumen to your project.
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Please contact me for qualitative or emotions research
Meagan Peters is skilled in both online and traditional methods
(groups, one-on-ones, bulletin boards, etc.). She has been trained in
online qualitative methods, Riva moderating and Synectics Ideation.
She is an expert in applying emotion theory and methodological
techniques to qualitative research. Trained in facial coding and body
language analysis, she has published her academic research on
emotions as well as presented it at Stanford’s School of Business.
As Qualitative Director at Solution Partners Consulting, Meagan has
worked across a variety of industries including CPG, apparel,
household appliances, financial services, hospitality, restaurants,
greeting cards, casual restaurants, among others.
She holds an M.S. in Business Administration from the University of
Illinois at Urbana Champaign and B.A. in Sociology and
Communications from the University of North Carolina at Chapel
Hill.
MEAGAN PETERS
SOLUTION PARTNERS CONSULTING
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I’m backed by a winning team of researchers at Solution Partners
so we make research easy and can take care of everything!
Synthesis Quantitative Qualitative Research Consulting & Outsourcing
• Fill Staff Shortage
• Manage initiative
• Play Advisor Role
• Train or Mentor Staff
• Conduct Insights
Department Audit
• Assess Research
Techniques
• Leverage & integrate your existing information
• Disciplined process
• Organize & code
• Information management tool
• Construct meaningful story
Types
• A&U
• Choice/Optimization
• Concept Testing
• Segmentation
• Custom/Ad Hoc
Marketing Science
• Driver analysis
• Segmentation
• Conjoint or Choice
• Targeting (trend setters,
category enthusiasts, etc.)
Types
• Online Bulletin Boards
• Groups & One-on-Ones
• Emotions Research
• Ideation Facilitation
Applications
• Concept Development
• Positioning Development
• Strategies
• Innovation Opportunities