EEM TM

Emotional Engagement Measurement™ (EEM™ ) is a ground breaking research approach that provides insights into the unconscious motivations of consumers when they are engaged in learning about, purchasing or using products and services. It’s taken three years of studying electroencephalography (EEG), adding traditional face-to-face and questionnaire research and honing our studies on eyetracking to develop our new service.

It’s an exciting development for businesses and brands; there’s a need to understand how customers feel towards products and services and even though Foviance has traditionally used research techniques to reveal conscious reactions, we are now able to unlock unconscious reactions with analysis of hidden reactions and impressions from customers using Emotional Engagement Measurement™.  This technique can boost revenues for our clients because they will understand on a greater level customers’ unconscious behaviours; it’s not just a case of knowing that experiences need to be optimised, but how to create better customer experiences and heighten engagement.

The importance that emotions play in a decision making process really cannot be ignored. By combining developed research techniques we can provide measurements in several key areas including; excitement, engagement, boredom and irritation (which provides a full picture of unconscious responses and reactions). It’s exciting for us to be able to provide the physical response to experiences, an area that was previously missing.

We have already witnessed great results for clear stimuli such as imagery, layouts, colours, email campaigns and more, which reveals entirely new levels of customer understanding.

To find out more about EEM™ and Emotional Engagement, please refer to our dedicated website

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission. 

The past few weeks I have been looking at the need for organisations to focus more heavily on the user experience and to more rigouroulsy understand what their customers want online and how best to deliver that to them. Good customer insight is core to that process and insight comes from a range of systems, methodologies and techniques. Last time  I looked at the use of quantitative approaches to customer insight and this week I want to look at some of the more qualitative approaches. Read more…

Does emotional attachment to a brand prevail over the online customer experience for Internet-based companies? Read more…

Foviance’s CEO, Paul Blunden is running a session at the MarketingWeekLive! -  Online Marketing Event on Wednesday 1st July with Sean Gilchrist of Barclays.

The session will be held at 9.30am at the Online Marketing event called “Barclays Online Banking – Putting the customer at the heart of it”

Hot topic : Electroencephalography (EEG), Download Foviance’s white paper on Emotional Engagement Research

London, UK, 11th June 2009 – Foviance, the expert in customer experience, reveals how subconscious behaviour can be better understood through research into emotional engagement. Read more…

Foviance white paper released, describing how our approach, EEM™ (emotional engagement measurement™) can offer up significant new insights into the role emotions play in decision making.

This month Foviance published a white paper that describes the results of research we conducted that provides a deeper understanding about how emotional engagement can be measured as part of the customer experience. The research, conducted initially in the gaming sector with PKR, reveals 5 measures of emotional engagement that tell us a great deal about customer experience at a subconscious level.

In any market, and in particular one that is in the throws of a global recession, making sure customers are satisfied is a critical success factor for businesses. In parallel, there is a growing focus on customer experience for businesses looking to not only increase customer satisfaction but also drive up sales and create new markets.

A great deal of consumer behaviour has been conclusively demonstrated by psychologists as irrational and that emotion invariably trumps logical thinking. Revealing how people respond to specific aspects of an experience has been hard to measure but by combining electroencephalography (EEG) with other research methodologies it is possible to accurately gauge emotional engagement.

Foviance approach, EEM™ (emotional engagement measurement™) has been shown to offer significant new insights and enable brands to better meet the needs of the market. And of course, marketers also know that connecting at an emotional level with consumers, pays commercial dividends. By measuring mind-states, emotions and other subconscious responses and marrying them up with cognitive responses, it helps us to understand the thinking, actions and behaviours of the respondents.

The film and advertising industries have widely used approaches combining EEG and qualitative research methods to help explore the depths of the subconscious, helping to create successful merchandising, packaging and creative conceptual ideas that people want. Similarly, quality customer experiences are vital to the long term survival of businesses and therefore the importance of getting to know your customers must also be combined with understanding them in new ways.

When focused on a sector like the gaming industry, EEM™ has enabled us to experiment further into the customers’ perceptions and responses. It has helped us understand in more detail the satisfaction and impact something like a hard luck or congratulatory message may have. The implications for businesses in all sectors are extensive.

Using techniques that provide answers that were previously unobtainable, Foviance describes the EEM™ approach in our May 2009 White paper.

We all know that emotions play a critical role in decision making. Psychologists have demonstrated conclusively that a great deal of consumer behaviour is not rational and that emotion invariably trumps logical thinking. Of course, marketeers also know that connecting at an emotional level with consumers, pays commercial dividends. Measuring emotional response is not possible using the traditional tools of market research, such as surveys or focus groups, because people are simply unable to articulate their emotional states reliably. EEG (electroencephalography), conventionally used for medical research purposes, can however accurately gauge emotional engagement when used with other research methodologies.

This white paper describes how our approach, EEM™ (emotional engagement measurement™) can offer up significant new insights and thus enabling brands to better meet the needs of the market.