Most of the research done today is based on reflective, rational techniques. Although we may be convinced that we base our purchase on totally sensible criteria such as price, number of functions, color and size, any sales person knows that appealing to a buyer’s emotional side is just as important in securing the sale.

In market research, we want to understand how decisions are being made and that also includes emotions during seemingly rational decision. Even if we expect that a decision is driven by emotions, it can be highly relevant to understand which emotions are at play and if, for example, different target groups have different emotional profiles that are relevant when positioning the product.

During the “Mining Emotion: Technology that Delivers the Moments of Truth” session at MRS Impact – London 2019, we introduced a research tool for measuring emotions and then present a Johnson and Johnson case study giving some first ideas about the use of emotion knowledge in market research.

Presenters:

  • Judith Suttrup, Manager – SKIM
  • Samantha Bond, Manager – SKIM

Nominated as Best Newcomer at the MRS Impact 2019

We’re proud and happy for Judith Suttrup to be nominated as Best Newcomer at the MRS Impact 2019.

The selected paper, “Mining Emotion: Technology that Delivers the Moments of Truth” revealed a research tool for measuring emotions and how it, together with Johnson and Johnson, gave first ideas about the use of emotion knowledge in market research.

“Judith’s presentation showed how new technology can be applied to answer complex methodological challenges whilst also ensuring the research speaks to a client’s needs. It was an excellent example of innovation done in a considered and effective manner.” – Judges at the MRS Impact 2019

A panel of judges reviewed all the content presented on 12-13 March looking for original and engaging presentations, new methodological, commercial and cultural ideas, exciting new talent and hands-on learning through delegate participation in workshops.

The winners will be announced at the MRS Excellence Awards on 7 June.