Testing new product concepts, brochures, packaging or webpages generates both rational reactions and emotional reactions. We want and need them both, but in market research the rational often dominates. The new standard will be set by a combination of measuring both. Dirk and Claudio shared examples in which advanced methodologies for generating rational insights are combined with emotional measures like eye tracking and facial recognition. You have learned what evokes emotional reactions and how consumers rationally argue their choices.

1. expect great answers
Bridging the emotional and rational truth
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Dirk Huisman, Claudio Menegatti, Heimen Schrafford Koops #SKIMspiration

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3. Mood
Emotional Temperament
Disposition  Behavior
Motivation
Rational  Behavior
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5. http://eu.cixos.com/emovision/
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7. Assessing emotional reaction:
Stimulus -association / pictograms / scales
Stimulus  assessing brain activity
Stimulus  assessing facial reactions
Eye tracking, mouse tracking
Assessing rational reaction:
Stimuli observing choices (max diff) on dimensions
Stimulus  clicking likes/dislikes, triggers/barriers
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8. The test
Video Max Diff + Clickable package + eye track rotating visual stimuli
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11. Conclusions and recommendations
• Facial recognition is a valid method to measure emotions and to link emotional
reactions to dynamic stimuli.
• For static stimuli the method is less effective (fine tuning needed) and design
improvements needed
• Blurring the stimuli with rational components should be prevented
• Static stimuli are currently better analyzed using eye tracking, clickable triggers,
max diff scaling and associations because it generates more robust data and
more actionable insights
• In the future observation and interviewing from a distance will become more
common and will also expect is a further integration of qualitative and quantitative
studies. Here facial recognition will play an important role so we continue the
development program “emotions”
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12. contact us or follow us online!
Dirk Huisman | Chairman Heimen Schrafford Koops | Sales Manager
d.huisman@skimgroup.com heimen@thirdsight.co
+31 10 282 3561 + 31 6 4630 6238
Share your thoughts online:
#SKIMspiration