ActFuture reaches the Holy Grail by measuring consumer emotions face-to-face, remotely and internationally ❣️
On the face of it, there’s an obvious interest for marketing and market research professionals in understanding and analyzing consumer emotions. And yet, this is not so often the case in research projects, particularly on the quantitative side. Why? Is it due to theoretical considerations? Or a practical difficulty in obtaining operational insights through this prism? Isabelle Fabry (founder ofActFuture) gives us her vision of this paradox, and outlines the principles of a new approach.
MRNews: Market researchers have long been interested in consumer emotions. But, in practice, this is rarely seen in projects… Why?
Isabelle Fabry (ActFuture): Analyzing emotions is nothing new. And that’s logical, because it’s the best way to detect the driving force behind consumer behavior and motivation. This is a given for qualitativeists in particular. But I don’t think this concern is so widely shared among marketing decision-makers. These are still largely focused on rational components. Let’s face it, emotions are a complex thing to grasp. And above all, it’s scary – it’s the unknown! And there’s a kind of more or less conscious embarrassment in taking an interest in consumers’ emotions when, in our cultures at least, we try to conceal our own!
Isn’t there also, and above all, a “practical” obstacle to exploring emotions? Is it possible to do this in a simple, straightforward way, with clear insights for action?
I think the theoretical brake plays a big part. The figure of the homo-economicus – whose decisions are essentially rational – is still very much alive in the world of marketing. And habits have taken root. We have to go faster, faster, faster! Preferably using known, standardized processes, with extreme economy of means. In any case, this is the prevailing reflex, with some brands managing to get away from it and work in a different, more in-depth way. But I agree, neuroscience and psychometric measurements haven’t always been so easy to implement. But things have changed a lot in recent years. This has enabled us to develop a new approach to these issues.
What are the main features of your method?
One of the key principles of our protocol, which we defined with the help of a technology partner, is the complementarity of measurements and observations. For example, when we test communication or packaging, we use physiological sensors. One to assess sweat levels, the other for heart rate. These two metrics enable us to identify potential emotional peaks when consumers are exposed to a series of stimuli. We also analyze people’s facial expressions. In particular, it helps us to qualify the emotions we feel. Are they positive or negative? And what do they mean? Is there any sign of interest, apprehension or, on the contrary, boredom? The system also includes eye-tracking, where useful. So we use a quadruple measurement, with heart rate, sweat rate, facial coding and eye-tracking. Finally, I would like to make it clear that these measures are not a substitute for conventional questioning, with open or closed questions, but rather an addition to it.
The approach is implemented on cells of around sixty people, thus contributing to the robustness of measurements and analyses. With very light tools, and very little intrusiveness for consumers, many of whom now use connected watches or biometric bracelets.
What’s the benefit of combining different observations or metrics?
On the one hand, this makes the analysis more reliable and reinforces it. If only one indicator moves, there is uncertainty as to the significance of the phenomenon. On the other hand, if at the same moment there’s a spike in heart rate and sweating and a change in the individual’s facial expression, then there’s no doubt about it.
In addition, there is an extremely important complementarity effect. A peak in the psychometric data reveals a high level of emotional activity. That’s all very well, but you still need to understand what happened. This is where facial-coding comes into play, allowing us to determine whether the emotion is positive or negative, and to qualify it according to the 7 main categories used. And secondly, eye-tracking, which will indicate which stimulus triggered this emotional peak. The sum total of these observations, to which we can of course add consumers’ accounts of their experiences, gives us an extraordinarily precise picture!
In this way, we can tell precisely which stimulus aroused a strong, positive emotion…
Absolutely. Whether it’s advertising, packaging, visiting a website or a physical store, we identify the levers that emotionally mobilize individuals. In theory, this is extremely difficult, especially when dealing with complex consumer experiences involving numerous stimuli. It’s the Holy Grail for market research professionals! Having experimented with a lot of leads, especially on qualitative protocols, I find it magical to get such relevant and precise insights for action.
All the more so as this method breaks down barriers of gender, language, culture and social background. These emotional measurement methods are eminently human, and remove the need for verbalization and the rational filter that goes with it. You can’t lie with your instinctive reactions and emotions. Nothing can be hidden or filtered. This is a huge advantage when it comes to gaining in-depth knowledge of consumer motivations, without any cheating. It’s a marketing dream.
You’ve already developed some initial projects using this approach. Who is it primarily aimed at?
We used it for a major online gaming player. The results were rather counter-intuitive for decision-makers, since the analysis showed that the product’s ability to activate positive emotions was inadequate. And therefore pointed to the need for a drastic rethink.
This approach runs somewhat counter to the prevailing trend. The one I mentioned earlier, with the imperative to do everything quickly on a limited budget. We’re targeting proactive profiles, brands that want to give themselves the means to deeply understand consumer behavior in their markets. And who prefer to build a fundamental, enduring intelligence, rather than stick to superficial probing.
One last question: the health crisis is generating a lot of constraints. Aren’t they a limiting factor when it comes to implementing this type of approach?
No, that’s not the case. The first option is to use rooms adapted to these constraints, with plenty of space, partitions, hydro-alcoholic gel, the whole panoply with which professionals in face-to-face studies are familiar (cf.
previous interview with Isabelle Fabry
). The second is distance learning. In this case, we send the material to the participating consumers, with our staff on hand to give them instructions and check that everything is running smoothly. The health crisis isn’t making our lives any easier, that’s for sure. But this must not prevent market researchers or brands from gaining a deeper and more fundamental understanding of their markets, in order to develop responses that are fully in tune with what consumers want!
