Written by Lars Rengersen on 23/08/2010
Today I came across a very interesting article: Building brands with sound. They have investigated sounds and came up with a list most powerful ones. Their method consisted of neuroscience-based galvanic, pupil and brainwave instruments. Even though to me it’s not completely clear what and how they measured the reaction to sounds using these methods, they present an interesting top 10:
THE 10 MOST ADDICTIVE SOUNDS IN THE WORLD
- Baby giggle
- Intel
- Vibrating phone
- ATM / cash register
- National Geographic
- MTV
- T-Mobile
- McDonald’s
- ‘Star Spangled Banner’
- State Farm
Read the rest of this article »
Tweet This Post
Written by Lars Rengersen on 3/08/2010
As a summer special, SusaGroup decided to distribute 50 PrEmo licenses for free. We are extremely happy with the rush giving away PrEmo caused. Within 42 hours all licenses were given out.
It’s interesting to see the wide range of intended use, job titles and the fact that requests came from all over the world.
Read the rest of this article »
Tweet This Post
Written by Lars Rengersen on 28/07/2010
Today I came across and interesting and well produced video of the Attention Tool using eye tracking by iMotions.
Their introduction, to me, is so true:
If we all know that buying desicions are based on emotions and not on rational processes, why then are we still asking consumers for their rational opinion in focus groups, online panels and interviews.
While supporting their claim of importance of emotions for market research, our approach at SusaGroup is slightly different. In this post I will compare some methods and explain pro’s and con’s of the different approaches.
Read the rest of this article »
Tweet This Post
Written by Gijs Huisman on 6/04/2010
Reading others’ emotions by looking at their face is something we do intuitively. Still, sometimes a little bit of help may be appreciated.
Read the rest of this article »
Tweet This Post
Written by Marco van Hout on 17/03/2010
Today, I stumbled upon an interesting article that refers to research done at Emory University. The study, published in the Proceedings of the Royal Society B, is part of an effort to learn more about the impact of cartoons and video games on the human brain.
“Humans experience emotional engagement with animated characters, empathizing with happiness, sadness or other emotions displayed by the characters”
To understand why humans relate to artificial characters in this way, they set out to determine if chimpanzees would respond empathetically to virtual characters. The researchers used contagious yawning to test empathetic response. “Yawns are contagious in the same way other emotional responses, like smiles, frowns and fear, are contagious,” said Matthew Campbell, the lead researcher.
The chimps yawned significantly more in response to 3D animations of yawning than they did to animated chimps making control mouth movements.
Read the rest of this article »
Tweet This Post
Written by Marco van Hout on 15/03/2010
[note: please beware of sarcasm in this post]
At SusaGroup, we think it is very important to keep looking and researching other types of tools that are developed for measuring the emotional experience of people. Today, we were pointed towards a possible competitive tool that uses the face of a ‘famous’ actor to express emotions, where we choose to use a validated cartoon character (see PrEmo, or LEM).
We think that this competitor will prove to be no competition for our instruments, as it lacks a certain diversity in the facial expressions that are depicted…
Please click on read the rest of this article to see the interface of this instrument.
Read the rest of this article »
Tweet This Post
Written by Gijs Huisman on 23/02/2010
“The prospect of trying to measure people’s emotional responses to different visual design options, then choose the best design can often be daunting.”
Micheal Hawley wrote an interesting article on UXmatters on the subject of desirability testing. Hawley talks from experience how it is often difficult to make a good informed decision about the visual design of a website. Qualifications such as “because it’s my favorite color” just don’t cut it. Hawley explains how preferences for visual design are an emotional matter.
Read the rest of this article »
Tweet This Post
Written by Lars Rengersen on 20/02/2010
This is one of the main conclusions from Interbrand’s Survey of Branding & Marketing professionals in the Netherlands (2009 State of Dutch Branding). Based on the fact that there is a clear link between brands and strategy, management is supportive and we have engaged organisations, they conclude that the branding in the Netherlands is healthy.
Knowledge gap
This foundation turns out to be weaker than you might think, their research showed that many managers lack the brand intelligence required to build strong brands. Managers do recognise the importance but hardly measure anything.
Read the rest of this article »
Tweet This Post
Written by Marco van Hout on 18/02/2010
Recently, popular international websites such as Wired, Wall Street Journal and some popular websites in The Netherlands such as Nu.nl and Tweakers.net published polls to ask their readers whether they would buy the iPad or not.
The polls showed some interesting mixed results between wanna-buyers and don’t-wanna-buyers. At SusaGroup, this made us decide to see how emotion was involved in their opinion about iPad.
We let iPad battle it out versus iPhone, an already established and highly popular and engaging Apple product. A small group of people was asked to evaluate their emotional experience with the products using PrEmo, our emotion measurement instrument.
Read the rest of this article »
Tweet This Post
