In traditional fast-moving consumer goods, the functional element is a given for consumer trial and usage. However, it’s the emotional connection that is becoming increasingly critical: It creates a distinction from the competition. At SKIM, we recently set out to understand how to measure the effect that product claims have on emotions and, consequently, how this impacts consumer decisions.
Join our webinar on dealing with the importance of emotional marketing, how market research can help brands determine which emotions to leverage, and how to do so.
Find out more at http://www.skimgroup.com/webinar-rationalizing-emotional-marketing.
Marel Q1 2024 Investor Presentation from May 8, 2024
Webinar “Rationalizing emotional marketing”
1. Webinar by Scott Garrison & Mini Kalivianakis | Jan 29, 2015
Rationalizing
Emotional Marketing
Mini Kalivianakis
Global Business Director
M.Kalivianakis@skimgroup.com
Scott Garrison
Manager
S.Garrison@skimgroup.com
Sourabh Sharma
Senior Manager
S.Sharma@skimgroup.com
5. The functionality of a product is
often considered table stakes
More is demanded of a brand
than ever before
6. The functionality of a product is
often considered table stakes
More is demanded of a brand
than ever before
But the emotional component
is what can distinguish a brand
7. It is often a good idea to have both
the functional and the emotional
Emotional brands can use functional
claims as well
12. Iced tea category perceptual map
Satisfied
Happy
Enthusiastic
Passionate
Excited
Sexy
Positive
Loved
Calm
Close
Proud
Confident
Trusted
Optimistic
Hopeful
Encouraged
Empowered Emboldened
Respected
Supported
Entrepreneurial
Ahead of
my time
Like a leader
Luxurious
Established Premium
Emotions are plotted according to
the frequency of their associations:
the closer together two items are,
the more they are connected in
consumers’ mind
Multidimensional Scaling (MDS) Map
SKIM Iced Tea Category Case Study Results
16. The heat map shows:
Areas of emotions that
consumers consider relevant
when buying iced tea
Satisfied
Happy
Enthusiastic
Passionate
Excited
Sexy
Positive
Loved
Calm
Close
Proud
Confident
Trusted
Optimistic
Hopeful
Encouraged
Empowered Emboldened
Respected
Supported
Entrepreneurial
Ahead of
my time
Like a leader
Luxurious
Established Premium
Multidimensional Scaling (MDS) Map
Iced tea category perceptual
map with heat map
SKIM Iced Tea Category Case Study Results
17. The emotional elements still need to be
matched with the rational factors
Luxury
Doubt
Positivity
Hope
Positivity: +5% lift in purchase intent
18. LuxuryThirst quenching refreshment
with only natural ingredients
Honestly, you deserve a refreshing break
Our passion, your refreshment
Positivity
+5% lift in purchase intent
19. The emotional elements still need to be
matched with the rational factors
Luxury: +3% lift in purchase intent
Luxury
Doubt
Positivity
Hope
20. The emotional elements still need to be
matched with the rational factors
Hope: +1% lift in purchase intent
Luxury
Doubt
Positivity
Hope
21. The emotional elements still need to be
matched with the rational factors
Doubt: -1% decrease in purchase intent
Luxury
Doubt
Positivity
Hope
22. Healthier and tastier than any other tea
Refreshing, even on the hottest summer day
Quenching your thirst with
100 calories never felt so good
Doubt
-1% decrease in purchase intent
23. To think outside the box,
first you need to know
what you and others are
thinking inside
”
“
24. New brands can
create new positioning,
since there are no
associations with
the brand
Beats by Dre was able to
successfully launch around
sexiness and style, which were
not key considerations in the
headphone market
25. But existing brands
can also change
positioning if they
embrace change and
are willing to think
outside the box
Volvo was able to shift
from being around safety
to also now being about
sexy and stylish
26. As a secondary metric, you can also
check if the messages drive action
NEGATIVE POSITIVE
27. There are other challenges which must
be accounted for in emotional marketing
Verbalizing emotions
can be subjective
It does not
measure unconscious
responses, as
neuroscience or facial
recognition can do
1. 2.
28. There are other challenges which must
be accounted for in emotional marketing
Verbalizing emotions
can be subjective
It does not
measure unconscious
responses, as
neuroscience or facial
recognition can do
1. 2.
29. The challenge is to bridge the rational
and the emotional drivers of choice
More is demanded of a brand
than ever before