Webinar Recap: Leveraging Science to Quantify Emotions


What do consumers REALLY feel about your brand or product? Joy, frustration, surprise, anger? It’s rare that companies take the time to truly understand the emotions associated with their brands.

Ryan Baum showed attendees how brands can use our online survey tool Decipher to do just that in an interactive webinar titled How Do You Feel? Leveraging Science to Quantify Emotions.

Watch the full webinar below.


Humans have eight basic emotions that lay the foundation for all others

According to Plutchnik’s Wheel of Emotions, there are eight basic emotions: joy, sadness, fear, anger, surprise, disgust, trust and anticipation. These emotions lay the foundation for all others, and when combined or measured to varying degrees, an array of new secondary emotions arise.

All emotions are not created equal

We can categorize emotional experiences as positive or negative: this is called “valence.” For example, if your brand rates high for trust, trust exists as a positive emotion, and thus has “positive valence.” Emotions including anger, fear, and sadness have “negative valence.”

Online Surveys Show Emotions and Valence

The chart above gives a simple visual on how we rate valence. It’s possible that consumers might feel no emotional connection at all with your brand and you rate in the neutral or “0” range. This is important to know because neutral feelings are negative toward sales, and marketing needs to step in to create “positive valence.”

Online Surveys can be a great tool for quantifying human emotions

We’ve used our online survey platform Decipher to quantify those emotions and their intensities to help brands better understand how the marketplace feels about them. Quantitative studies have traditionally shown success in gathering massive amounts of data and using online surveys to track the deep emotional connections consumers have with brands and why they have them.

Sample Online Survey Brand Emotion Question

Companies should track attitudes over time for the best insights

In most research scenarios, emotions shouldn’t only be measured once but tracked over time. This is because people’s attitudes towards brands, products and services change. Even if a product remains unchanged, industries or environments are always fluctuating, which may make consumers feel differently about a product that has remained unchanged.

Below is a sample of what tracking emotional measurements over time might look like. Joy and trust are likely the two emotions you’d like your brand to rate the highest for. Anticipation can fluctuate with the release of a new product or feature.

Using Surveys To Track Brand Emotions Over Time

In the long run, when enough emotional measurements are gathered over time, companies can gain a better understanding of how consumer perceptions change related to their brands, products and services. Companies can dive even deeper to compare emotional scores with sales numbers, and understand what correlates to higher sales.

Interested in learning more about how to track the emotions behind your brand identity? Contact Ryan Baum at rbaum@focusvision.com.

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