The algebra of emotions in concept development optimization
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'The algebra of emotions in concept development & optimization ' Howard Moskowitz Moskowitz Jacobs Inc. Samuel Rabino Northeastern University Jacqueline Beckley The Understanding & Insight Group Why emotions in concepts? The changing focus

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The algebra of emotions in concept development optimization l.jpg

'The algebra of emotions in concept development & optimization'

Howard Moskowitz

Moskowitz Jacobs Inc.

Samuel Rabino

Northeastern University

Jacqueline Beckley

The Understanding & Insight Group


Why emotions in concepts the changing focus l.jpg
Why emotions in concepts? optimizationThe changing focus

  • Traditional marketing and consumer research deals with the 5 P’s

    • Price

    • Place

    • Product

  • Increasingly business is recognizing that we need to ‘bond’ with products

    • A word where products are cheap

    • Brand names aren’t necessarily working

    • Competition is fierce


Perhaps we should excite emotions this might make a stronger connection l.jpg
Perhaps we should excite emotions optimizationThis might make a stronger connection

  • Instead of communicating benefits and features we should communicate emotions

  • But ..how

  • A lot of what we know about emotions comes from clinical psychology


The traditional strategy ask lots of questions to understand emotion l.jpg
The traditional strategy optimizationAsk lots of questions to understand emotion

  • Consumer researchers often come from a sociology or business background

    • Interested in percent of people who behave a certain way

  • The background leads them to ask questions

    • So questions could be about emotion as well as about anything else


One strategy profiles statements l.jpg
One strategy ‘profiles’ statements optimization

  • Present ideas to consumers

  • Ask consumers to rate the ideas, one at a time on a set of scales

    • Happy vs Sad

    • Exhilarated vs Subdued

  • Assumption … consumers ‘know’ the emotional content of ideas

    • Is this true?


Response to emotion elements using experimental design l.jpg
Response to ‘emotion’ elements optimizationUsing experimental design

  • Let’s be more direct

  • Create concepts having known components

    • Use experimental design

    • Systematic variation

    • ‘Mix and match’ components in known ways

  • Some of these elements have emotion

    • At least we believe them to have emotion

  • How do the elements perform

    • Any special pattern emerging with the ‘emotion’ elements


Examples of silos elements these will be mixed matched by design l.jpg
Examples of silos & elements optimizationThese will be mixed/matched by design


Slide8 l.jpg
Example of experimental design optimizationFour silos/buckets, 9 options/siloOr silo absent from concept (value of 0)


Respondent invited to participate encouraged to select an interesting topic l.jpg
Respondent invited to participate optimizationEncouraged to select an interesting topic


So what did we find l.jpg

So..what did we find? optimization

Can we find responses to ‘emotion’ elements

What about segments (groups of like-minded people)

What about individual people

Emotion as a person/stimulus emergent response


Emotion elements don t do well or poorly these are the elements in yellow italicized l.jpg
Emotion elements don’t do well .. or poorly optimizationThese are the elements in yellow & italicized


Looking for emotions in segments l.jpg

Looking for emotions in segments optimization

Maybe we can divide respondents into ‘homogeneous groups’

And .. Maybe one of these groups really responds (resonates) to emotion!!!


Segmentation by patterns no emotion group no group respondents strongly to emotion elements l.jpg
Segmentation by patterns ..no ‘emotion’ group optimizationNo group respondents strongly to emotion elements


It must be at the individual person level l.jpg

It must be at the individual person level optimization

Let’s look at one element (e.g., C1) .. A reward as a snack or a treat

Do people who are positive to this emotion element also respond positively to other emotion elements?


Let s look at responses to a specific emotion element c1 l.jpg

People optimization

Negative

to C1

People

Positive

to C1

Let’s look at responses to a specific emotion element (C1)


How emotion elements perform two groups based on reaction to c1 a reward as a snack or as a treat l.jpg
How emotion elements perform optimizationTwo groups – based on reaction to C1‘A reward as a snack or as a treat’

Respondents positive to C1 tend to be slightly positive to other emotion elements

Respondents negative to C1 tend to be slightly negative to other emotion elements”


What we have found thus far l.jpg
What we have found thus far optimization

  • Emotion elements are weaker than elements which present product features

    • Emotion elements tend to be generally weak

    • Product features may be weak or strong ..

  • There is no segment that is ‘emotion driven’

  • We can identify individuals strongly positive or negative to an emotion statement

    • Slight, not strong, generalization to other emotion elements

    • Positives to one emotion element are positive to other emotion elements

    • Negatives to one emotion element are negative to other emotion elements


One final topic what other elements work with emotion elements l.jpg
One final topic optimizationWhat other elements work with emotion elements

  • So far we’ve concentrated on emotion elements

  • But what if we want to build a product concept featuring a specific emotion element

  • What other elements work with that element?

    • What works with those people who are positive to the emotion element

    • What works with those people who are negative to the emotion element


The notion of scenarios l.jpg
The notion of ‘scenarios’ optimization

  • A scenario is a set of data with one element held constant

  • Let’s filter all the data and work only with element C1

    • A reward as a snack or a treat

    • We reduce the 10,000 concepts to 905

  • Now that we have only C1, lets then focus on those positive to C1 and negative to C1

    • Further reduction from 905 to about 200-225

    • Now what works


Green works strongly with c1 orange works poorly with c1 l.jpg
Green.. Works strongly with C1 optimizationOrange…Works poorly with C1


A suggested first approximation l.jpg
A suggested first approximation optimization

  • We haven’t found ‘emotion’ in concepts

  • Emotion may be emergent coming from

    • A specific element

    • A specific mind-set of consumers

      • But not a segment

      • There is no segment that appears to be sensitive to emotions

    • A momentary response when the right consumer and the right element come together

      • There is no general rule to tell us which element works to drive this emotion response

      • People positive to one emotion element may be indifferent to others