QCast: Implicit Emotional Assessment: Uncovering What Consumers Canít Or Wonít Tell Us About Their True Feelings
Implicit Emotional Assessment: Uncovering What Consumers Canít Or Wonít Tell Us About Their True Feelings
Implicit Emotional Assessment: Uncovering What Consumers Can’t Or Won’t Tell Us About Their True Feelings
Much recent research shows that emotions are key drivers of people’s (consumer) behavior.* However, posing a problem for traditional research techniques, much of this research confirms that (1) either people are not aware of the emotions driving their behavior or (2) people choose not to share their emotions for a variety of reasons (mostly to preserve social acceptance).* This Q-Cast presents “implicit” research techniques that address these “unconscious” and “unwilling” dynamics.* Many implicit techniques are cited, and three are highlighted with examples of how they have been used to provide marketing direction that would have likely been lost without them.
Speaker: Paul Conner
Paul Conner has been a consumer researcher since 1982, working for a variety of prominent companies including DMB&B advertising, Ralston Purina, MARC, and Charter Communications (where he headed up the market research department).* In 2003, inspired by the desire to more intimately understand consumers, and by recent emotional research in neuroscience and psychology, Mr. Conner founded experiEmotive® analytics, a company devoted to assessing the deeper psychological and emotional drivers of consumer behavior.* Throughout his career, Mr. Conner has spoken at many research conferences, including MRIA/QRD & QRCA’s Innovative Perspectives Conference in Toronto in 2005.* Furthermore, in the summer of 2005, Mr. Conner wrote the lead article in QRCA Views: Emotions and Feelings: Drivers of Consumer Behavior.