Bridging the emotional and rational truth

When choosing and reacting to stimuli, like new products, videos, packages, webpages, people may react rationally, emotionally, or with a combination of both responses. Understanding the chain of rational and emotional reactions is critical for marketing and for effective interaction with the consumer. In market research, we measure both, but hardly ever in conjunction and the rational often dominates. The new standard will be set by a combination of both.

Dirk and Debora shared examples in which advanced methodologies for generating rational insights are combined with measures of emotional reactions via facial recognition or eye tracking. They shared what evokes emotional reactions and how consumers rationally argue their choices.

http://www.slideshare.net/SKIMgroup/ski-mspiration-londonemotionalrational

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