We can't stress this enough: truly understanding your customer is key to being able to offer them the service or product that best meets their expectations. Great, you happily think: all you have to do is ask for their opinion! Well, yes, partly. But let's not get ahead of ourselves, please.
As we've already discussed in a previous post (click), it's unfortunately not enough to cheerfully throw multiple-choice labels into the air, like a handful of confetti on Aunt Agnes's wedding day, to hope to collect exhaustive and actionable information with your eyes closed. Because your customer, despite themselves, has an annoying tendency not to say everything they think... nor to do everything they say. And yes: just because they checked the "I like this product" box for question #42 in your survey doesn't mean they'll actually buy it when it's finally available on shelves.
To design a reliable predictive behavior model, you also need to rely on all the unsaid things from your customer: everything they don't tell you spontaneously, but that their emotions betray. Why? Well, becauseat the time of purchase, it's actually their emotions that will guide their choice. And this field of "non-verbal" communication, which provides much finer and more relevant data for your brand, can be measured in four ways.
Brain measurements : analyzing consumer preferences for a brand, product, or advertisement, for example, by observing the brain's electrical activity (via electrodes) or the oxygenation of brain areas (by MRI). This method is costly for a brand, complex for marketing teams to implement, relatively invasive for the subject, and ultimately offers an interpretation framework that isn't always obvious, since the mapping obtained doesn't allow for a subtle distinction between emotions, classifying them in a binary way into activation zones. But above all, it's a method prohibited in France for commercial purposes since the 2011 bioethics law. Complicated, then.
Physiological measurements : measuring consumer reactions peripherally. To measure the emotional intensity felt by participants, one can, for example, rely on skin conductance (= the activity of sweat glands on the skin's surface), heart rate, and/or eye-tracking, where high-performance cameras measure the eye's path, areas of attention, or the speed and amplitude of blinks. Or even, capture tiny facial contractions using a facial electromyogram. Quite interesting, exceeEEept that... it requires specific equipment. And the results can be potentially skewed if the participant experiences fatigue or hunger, which disrupt the proper capture of signals. Another bummer.
Self-reported measures : the idea is both simple and economical. To understand your consumers' emotions, you just need to ask them to verbalize them, for example by asking them to place a slider on a scale ranging from "very unpleasant product" to "very pleasant". Good idea! The problem is, your customers are great. So great that they will, most often unconsciously, modify their answers to please you, or to give you a positive image of themselves. Even if it means awkwardly skewing your study results by answering what you want to find, rather than what they should actually tell you. Triple bummer.
Physiological measurements : measuring consumer reactions peripherally. To measure the emotional intensity felt by participants, one can, for example, rely on skin conductance (= the activity of sweat glands on the skin's surface), heart rate, and/or eye-tracking, where high-performance cameras measure the eye's path, areas of attention, or the speed and amplitude of blinks. Or even, capture tiny facial contractions using a facial electromyogram. Quite interesting, exceeEEept that... it requires specific equipment. And the results can be potentially skewed if the participant experiences fatigue or hunger, which disrupt the proper capture of signals. Another bummer.
Self-reported measures : the idea is both simple and economical. To understand your consumers' emotions, you just need to ask them to verbalize them, for example by asking them to place a slider on a scale ranging from "very unpleasant product" to "very pleasant". Good idea! The problem is, your customers are great. So great that they will, most often unconsciously, modify their answers to please you, or to give you a positive image of themselves. Even if it means awkwardly skewing your study results by answering what you want to find, rather than what they should actually tell you. Triple bummer.
Behavioral measures : combining the simplicity of self-reported measures with the power of physiological studies. Born in the 1960s in cognitive and social psychology, this approach is based on the fact that the body, when faced with a stimulus, indirectly betrays (notably through the speed of a movement or a posture) the consumer's feelings. In other words, the speed of a subject's movements when exposed to a product (for example) demonstrates their degree of interest in it: the faster a movement is performed, the stronger the consumer's attraction to the product. At Igonogo, we have chosen to rely on this approach to develop a reliable, relevant, and accessible solution for your studies. This allows you, without invasive techniques and at a lower cost, to accurately assess consumer emotions and, Ultimately, to better meet their expectations. How about we discuss all this over a coffee?
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