MindSight^® Emotional Assessment

The Importance of Emotion

• Which product concepts get consumers most excited?
• Which advertisements motivate consumers to take action?
• How do products create fulfilling emotional experiences for consumers?

Researchers have long understood that consumers' emotions are an important focus for business learning. But traditional research techniques - even traditional projective techniques -- can't really help learn about emotions - because they all require respondents to answer questions by talking - and the emotional brain can't talk.

Talking to the Emotional Brain

MindSight^® changes all that. MindSight^® is a new way to gather data directly from the emotional brain by "talking in pictures." To let consumers talk in pictures, MindSight^® uses a validated library of images whose emotional meanings have been established through extensive consumer research. Then MindSight^® presents these images in a proprietary rapid-exposure / rapid-response technique that forces responses from the "emotional gut" without time for "editing" by the rational brain.

MindSight^® Emotional Assessment

New insights from neuropsychology tell us that using visual images - and controlling response time - is a powerful new path to emotional learning.

To create the ability to "talk with pictures" - we developed a comprehensive theory of consumer motivation, and used it to assemble emotional images with validated meanings

Use MindSight for Qualitative and Quantitative Research

MindSight can be used in a range of qualitative applications, including:

• EMOTIVE DRIVERS - Emotional drivers research that truly gets deep
• EMOTIONAL NEEDS/WANTS - A powerful window on needs and wants that consumers might not normally be able to tell us about - because they are unable - or unwilling - to do so
• CONCEPT/POSITIONING EXPLORATORY- Uncover the emotional impact of an idea, and assesses alignment with core category motivators
• BRAND EMOTIONAL CONNECTION - Understand more about the emotional feeling states that create a sense of connection between consumers and brands
• COMMUNICATION - Exploring emotional message impact for alignment with the core marketing strategy

With a typical three minute survey-time investment, MindSight® can also be incorporated into web-based surveys to add a deeper motivational assessment to a broad range of quantitative studies.

• EMOTIVE DRIVERS - Emotional drivers research that truly gets deep, without the assistance of a moderator
• QUANTITATIVE SEGMENTATION - A powerful psychographic assessment added to uncover how motivations are different across segments
• CONCEPT/POSITIONING - Get beyond rational evaluation to discover which strategies are truly exciting to your consumer - and why
• BRAND AFFINITY TRACKING - going beyond surface rational equities of brands to track the emotional connections that are the real foundation of brand preference and loyalty
• COMMUNICATION - Measuring emotional message impact to identify approaches that deliver the right emotional promises - and create the strongest positive attraction