It is common knowledge that emotions are powerful drivers in the purchase decision process. Forging an emotional connection with customers can lead to big payoffs for companies. Consider this example: a major bank launched a credit card that emotionally connected well with Millennials, increasing use among this segment by 70% with 40% new accounts being opened. “The New Science Behind Customer Emotions,” published in Harvard Business Review, details research across hundreds of brands that uncovered ten common emotional motivators behind consumer behavior. Companies that understand their customers’ emotional connection to their brand and their emotional motivators generally will better attract and keep customers. While there are hundreds of potential emotional motivators, here are ten common emotional motivators:
Understanding the Specific Emotional Motivators in Your Product or Service Category
In order to make an emotional connection with potential users of your product or service, it is important to understand the distinct emotions in the context of when your product or service is used.
I am often asked to design qualitative research to provide my clients with insights about their customers’ reactions to their new prototypes or products. I enjoy designing and conducting this type of research because I am able to leverage my experience as a former product developer for a Fortune 100 company. I believe what sets me apart from other qualitative research consultants and moderators is that I have actually designed products that have gone to market. This issue of The Insight will highlight some of the ways I have used qualitative research to help my clients design winning products.
Is it possible to truly connect with my target audience through online research?
When we say “connect,” we mean truly hear and understand the thoughts, feelings, beliefs and attitudes of your key customers. We believe the answer is yes! You can get in-touch with your customers and gather deep understanding by using creative assignments to allow your consumer to take you into their world.
Creative assignments also make the experience more fun for participants. When respondents are engaged, they provide you with more information and are more willing to share more of their lives with you during the research, thus helping you gain deeper insight.
We are experts at using online research methodologies to help our clients make connections with their target audiences in order to explore their thoughts, feelings, beliefs, habits and practices.
Sometimes clients unfamiliar with online qualitative research wonder if they can get an in-depth understanding of their target audience through an online bulletin board vs. in-person research?
In this newsletter I would like to share a case study of how we helped a clothing retailer get in touch with their target audience and uncover in-depth insights using an online platform and leveraging the video recording capability of mobile phones.