Transcript Document

Implicit Emotional Associations
with IE PRO™ Technology
IE PRO™ TECHNOLOGY
Discover the subconscious (a.k.a., implicit)
emotions and feelings you may be
missing that drive your targeted
consumers’ purchases. Developed by
Emotive Analytics and delivered by
Qualtrics, IE Pro™ Technology reveals
implicit, “System 1” emotionality.
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Emotive Analytics is a consumer research company that reveals the
implicit and explicit emotional dynamics of consumer and shopper
behavior to help its clients develop emotionally-engaging products,
services, and their marketing. This mission is expressed by Emotive
Analytics’ tagline “Revealing Consumer Feeling.”
MORE TO THE STORY
“We do what we do,
we buy what we
buy, because our
emotions tell us to.”
Recent research in neuroscience and psychology tells
us that emotions and feelings are the primary drivers
of
human,
including
consumer,
behavior.
Furthermore, emotions and feelings operate in large
part “implicitly” (i.e., automatically, unintentionally,
often non-consciously, via “System 1”). However,
most traditional research only measures explicit
emotions (i.e., conscious, deliberated, via “System
2”). With IE Pro™ (which stands for Implicit/Explicit
Profiling) and Qualtrics, Emotive Analytics measures
System 1 and System 2 emotions and feelings to
provide companies comprehensive indications of
what drives their targeted consumers’ behavior,
bringing new insights to emotional marketing
strategies.
Implicit Emotional Measurement is well-validated in social and
cognitive psychology. Working with academic experts in these
methods, Emotive Analytics has developed two levels of IE Pro™
Technology – IE Pro 1 and IE Pro 2.
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“IE Pro™ Technology
was developed from
well-validated priming
techniques in social and
cognitive psychology.”
IE Pro 1 uses a more fundamental implicit priming
approach to reveal specific implicit and explicit
emotional associations with brands, products,
services, packages, advertising, and more. IE Pro 1
allows you to finely focus your emotional marketing
strategies. However, unless you have a refined idea of
where to begin emotionally, IE Pro 2 may be a better
option.
Also using well-validated implicit priming, IE Pro 2
includes a full spectrum of discrete emotions and
feelings to reveal which ones implicitly and explicitly
impact purchase. In addition, IE Pro 2 offers stronger
“ecological validity” by embedding responses within
common marketing environments. Furthermore, IE
Pro 2 compares your entities’ emotional profiles
directly with your competitors’.
IE Pro™ provides easy to read emotional profiles that tell a full
story. They display implicit and explicit emotional association scores
for your “objects of interest” (e.g., brands, products, packages, ads, etc.), as well
as the specific emotions and feelings that most impact purchase.
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Caring
Fulfilled
Happy
Excited
Loving
Threatened
Intimidated
Pessimistic
Motivated
Pressured
Grateful
Apathetic
Determined
Amused
119
94
110
89
IE Pro analyses include:
108
79
85
98
115
65
72
•
Standardized emotional association scores
compiled within full emotional profiles for
the objects of interest.
•
Analyses of variance to examine the degree
to which emotions are significantly associated
with the objects of interest.
•
Regression analyses to examine which
emotional associations, both implicit and
explicit, most impact purchase.
108
64
110
82
76
65
87
87
76
70
67
56
43
43
0
20
40
Object of Interest
63
62
Explicit
60
80
100
Emotional Association Scores
Significant explicit impact on purchase
Significant implicit impact on purchase
Implicit
56
120
140
IE Pro™ is a more affordable, practical, and scalable alternative to neuro
and bio (a.k.a., “neuromarketing”) techniques. It’s survey based, so can be
administered to large samples and on mobile devices. Also, it can assess very
specific emotions and feelings, as opposed to just emotional dimensions
such as positive or negative.
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IE Pro™
Implicit
Association
Measures
Neuro-Bio
Techniques
•Affordable
•Practical
•Scalable
•Discrete
There are several ways to measure implicit emotions.
Receiving recent attention have been neurometrics and
biometrics, include facial coding, EEG, fMRI, heart rate,
and GSR to name a few. These brain and body measures
can effectively measure implicit emotions that impact
purchase, but they require special equipment, do not
practically work with large samples, and do not measure
very many specific emotions and feelings.
IE Pro™ Technology is delivered via surveys that can be
completed on computer and mobile devices and with
large samples. Furthermore, IE Pro™ Technology returns
emotional profiles that are much more specific, allowing
associations with feelings such as guilt, embarrassment,
excitement, and pride.
These benefits allow cost savings, greater consumer
representation, and the ability to produce more specific,
more engaging emotional marketing strategies.
DON’T MISS OUT!
BE LEADING-EDGE!
Do you know how your products
and services affect people
emotionally and subconsciously?
You should. We can help with
IE Pro™ Technology.
Contact Us