Unlocking the subconscious: Understanding emotional engagement

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.