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Exploring emotions
with Emotional Territories

While exploring emotions it is not sufficient to simply measure whether a brand evokes emotional reactions or not, which is usually the case. In our opinion this is a trivial insight. If you actively want to work on the success of your brand, you need to know exactly which emotions are relevant for the brand. Most conventional methods fail to answer this question. Emotional Territories is the only method capable of measuring all relevant values and emotions for a brand in a highly distinctive and selective way.

Applicable

Researching emotions on a quantitative basis. To apply Emotional Territories, 1,000 subjects are recruited to participate in an online survey. We then conduct the survey with well-known partners such as YouGov, one of the largest market research institutes in the world.

Based on the sample size, we are able to make valid statements about the total population.

Applicable

Researching emotions on a quantitative basis. To apply Emotional Territories, 1,000 subjects are recruited to participate in an online survey. We then conduct the survey with well-known partners such as YouGov, one of the largest market research institutes in the world.

Based on the sample size, we are able to make valid statements about the total population.

Reliable

50 emotions and values are presented to our study participants in randomized order. In doing so, they answer a simple binary question:”Try to imagine whether the term  fits to the brand xy (Yes) or not (No)”.

Due to the optimal length of the questionnaire a high response rate (Galesic & Bosnjak, 2009) is guaranteed. Capturing consumers’ attachment to brands with a binary rating is highly accurate as it reflects an individual’s own interpretation of their emotional state, rather than an average of aggregated responses(Rossiter & Bellman, 2007).

Reliable

50 emotions and values are presented to our study participants in randomized order. In doing so, they answer a simple binary question:”Try to imagine whether the term for you fits the brand xy (yes) or not (no).

The optimal length of the questionnaire guarantees a high response rate (Galesic & Bosnjak, 2009). The binary method (Yes/No Answers) is very accurate when it comes to exploring emotions, since it is an interpretation of one’s own emotional state, rather than an average of reactions (Rossiter & Bellman, 2007).

Big Data

Depending on the study design, we generate up to 100,000 data points. This is many times the quantity of data collected in emotion research. The advantage of such large amounts of data: They can be analysed by machines or algorithms and give an objective picture of emotions.

Big Data

Depending on the study design, we generate up to 100,000 data points. This is many times the quantity of data collected in emotion research. The advantage of such large amounts of data: They can be analysed by machines or algorithms and give an objective picture of emotions.

Intelligent

A specially developed algorithm examines the data points for hidden patterns and recognises which values and emotions are linked to each other in which way (1032 possible combinations). In this way, it is possible to determine combinations of values and emotions that an individual subject is not aware of, but that are of high relevance to the brand.

This results in 3-6 so-called value territories. Each combination of values and the in turn each territory as a whole is provided with a label indicating its meaning.

Intelligent

A specially developed algorithm examines the data points for hidden patterns and recognises which values and emotions are linked to each other in which way (1032 possible combinations). In this way, it is possible to determine combinations of values and emotions that an individual subject is not aware of, but that are of high relevance to the brand.

This results in 3-6 so-called value territories. Each combination of values and the in turn each territory as a whole is provided with a label indicating its meaning.

The result

The emotional structure can now be deduced from the distinct territories – a unique set of patterns that describe your company, brand or product.

The results we deliver with Emotional Territories are scientifically sound, precise and immediately applicable to practical to everyday work.

The result

The emotional structure can now be deduced from the distinct territories – a unique set of patterns that describe your company, brand or product.

The results we deliver with Emotional Territories are scientifically sound, precise and immediately applicable to practical to everyday work.

Arrange an appointment with us.

Would you like to talk to someone who can give you a clear idea of the values and emotions people associate with your brand?

Get in touch.
We are looking forward to your enquiry.

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