 Emotion Quotient™: A new quali-quant tool for idea screening.
As consumers, we make even the most important decisions based more on what we feel than on what we think. And yet while marketers have become masters at asking people what they think about new ideas, we do not effectively measure how they feel about them. Until now...
Introducing Emotion Quotient™
Emotion Quotient™ is a non-verbal, self-report instrument that measures 14 emotions that are often elicited by product design. Instead of relying on the use of words, respondents can report their emotions with the use of expressive cartoon animations. And because it does not rely on language, Emotion Quotient™ can be administered globally using an online panel that includes 5 million households in 34 countries.
Emotion Quotient began as the PhD thesis of Pieter Desmet, a professor at Industrial Design, Delft University (Netherlands). Sponsored in part by P&G and Mitsubishi, development and international validation of these animations has taken over 10 years to perfect.
How it works
Following exposure to stimulus, a respondent is presented with a menu of animated characters that represent 14 emotional themes. The respondent then indicates on a simple three-point scale the degree to which each of the fourteen emotions applies to his or her reaction.
Click here for a Demo of this tool.
To uncover the “why” behind the raw emotion measurements and perceptual maps generated by Emotion Quotient™, select respondents are interviewed in-depth via Doyle’s BoardTalk® online bulletin board method.
Applications
Emotion Quotient™ is ideal for early stage concept, product or communications development. It is relatively quick and inexpensive, allowing marketers to test as many as 10-15 ideas in a single session. It can reliably inform the development process and reduce the number of options or routes that might otherwise go forward to expensive quantitative studies, significantly improving the efficiency of the creative effort.
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