Tools and Techniques: Uncovering More Accurate Emotional Responses in Quantitative ResearchEmotions are a hot topic in marketing, but as researchers we are left wondering about how to address them to be useful analysis and information. How do we “get inside of the mind” of the respondent? Do we need to hire psychologists to conduct in-depth interviews? Do we invest in a Magnetic Resonance Imaging (MRI) or Electroencephalography (EEG) machines? And does emotional measurement really matter?
Join Jeff McKenna of Chadwick Martin Bailey and Cathy Gwynn from AdSAM as they share their theoretical and practical experience of emotional connections and motivating needs that drive purchase intent and brand loyalty. As part of our Tools and Techniques webinar series, this session is to share tips & tricks and interesting approaches which will help you find effective methods to keep up-to-date, get the information you need, and get more done.
This 30-minute webinar will feature a summary of secondary research in the field, as well as a case study. You will learn:
- A framework for approaching emotion measurement
- The advantages to using a non-verbal response approach
- Application of results to business decisions
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