Here’s what we learned in the ‘Year of Emotion’

January 9, 2017

Back in January, Maru/edr declared that 2016 was the year of emotion. Emotion is proven to have a significant impact on customer loyalty and therefore understanding how customer’s feel at any one time is key to the success of the bottom line. Here, Maru/edr’s Crispin Boon explores the progress made in measuring emotion over the past twelve months and how it will impact research in 2017.

Emotion has a direct link to loyalty.

How a customer feels at any one time can significantly impact their view of a brand. Leaving a customer happy and on a high is often the difference between a loyal customer and one who is likely to never return again. Measuring and understanding emotion, therefore, has a direct impact on the revenue and the future success of a business.

But how do you effectively measure such an intangible concept?

Measuring emotion effectively

Our experience tells us that emotion is important as it’s one of the biggest indicators of future behaviour. And therefore understanding it means uncovering someone’s emotional reaction to a particular experience and their subsequent transaction with that brand as a result.

But revealing a customer’s emotional state isn’t as simple as asking them outright.

As consumers, we don’t always say or do what we really feel – external pressures or conflicts can affect how we respond. It’s why brands have to utilise the tools and technology available to them to get to the non-conscious feeling and decision making that are driving behaviours.

2016 has seen big leaps in emotional measurement technology – including the launch of the world’s first digital visual semiotics tool.

Emotional Positioning System™ (EPS) uses an award-winning research methodology to gather insight on customer’s emotional reactions and transactions. It uses over 30 years’ worth of scientific development which has been translated into a digital tool so that for the first time ever, brands can quickly and effectively measure the emotion of customers.

In 2016, Emotional Positioning System™ revealed the emotional drivers behind supermarket choices. Two of the UK’s biggest grocers Tesco and Sainsbury’s both occupy similar positions on the market spectrum but drive vastly different emotional reactions from consumers. You can read more about what Emotional Positioning System uncovered on the Maru/edr website – but ultimately, the results demonstrate how it can greatly enhance rational research.


Bringing results into the boardroom

Emotional Positioning System™ can form part of any Voice of the Customer research program.

Integrated directly into new or existing surveys, Emotional Positioning System™ provides an easy way to access a customer’s thoughts and feelings.

It means that in 2017, uncovering emotion will become an increasingly core part of research projects. It also means that emotion will have a bigger role to play in the boardroom.

Bringing the customer voice into the boardroom isn’t always easy – but when you demonstrate the financial impact a great experience can bring to the business, it often encourages executives to sit up, listen and invest.

Emotional Positioning System™ is the world’s only emotional measurement tool to uncover future behaviour at a non-conscious level. And when results can determine the financial impact experiences are having, it’s easy to make the connection between emotion and revenue.