Emotion Mining The Martec Group in brief March, 2016
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Product Intelligence Market Intelligence Customer IntelligenceCompetitor Intelligence
C H I C A G O • D E T R O I T • F R A N K F U R T • S H A N G H A I • B E I J I N G
Emotion Mining™What Really Moves Us?
The Martec Group, Inc. Confidential
The Martec Group, Inc. Confidential2
IN THE NEWS
Harvard Business Review, November 2015
Marketing Week, January 2016
ISPO News, January 2015
The Martec Group, Inc. Confidential3
30% Conscious
Current tools identify 30% of the motivations that influence our decisions, leaving 70% of the emotional motivations unidentified and untapped...
THE CHALLENGE
70% Subconscious
CONVENTIONAL RESEARCH METHODS
NEXT GENERATION, SCALABLE RESEARCH
“I sense it, but cannot articulate what
matters most to me”
Examples:Price, feature, new
Examples:Passion, aspiration, priority
“I think it, and can articulate my reasons”
...and conscious cognitive biases impair our ability to objectively evaluate information and make effective decisions.
The Martec Group, Inc. Confidential4
THE SOLUTION
Emotion Mining™ is the most effective and scalable tool available for identifying and understanding customers’ emotional drivers.
• Patented* technology and algorithms – psychology, phenomenology and neuroscience based, developed over 20 years
• Easier to administer and scale than other methodologies – the process is computer-based and can be completed at any time the respondent chooses—“no wires”
fMRI Biometric Reaction TimeSmall samples Small samples Small samples
Emotional Intelligence
Expert Implications
Interpretation
Physiological Measurements Psychological Techniques
Faces Images Emotion Mining™Small or large samples Small samples Small samples
*Patent #4,931,934 Method and System for Measuring Clarified Intensity of Emotions Patent #8,562,355 System and Method for Guiding Next Step Adaptive Behavior
The Martec Group, Inc. Confidential5
HOW IT WORKS
•:
Scalable solution utilizes web-based/online data collection to drill down into how customers/respondents “feel” about a brand, product or topic.
Using an ambiguous stimulus (freeform line – centering exercise) respondents provide 6 to 8 one-word emotional responses.
Language is “unpacked” - respondents elaborate on the meaning of emotional responses – providing rich verbatim commentary.
Patented linguistic algorithm tells a comprehensive story of emotional (subconscious) and rational (conscious) factors.
Stated emotions mapped using researched “library” (4,000+ emotion tree) to arrive at 32 Emotion Channels.
Timed freeform exercise provides input regarding respondents ambient “temperament” or mood.
1Freeform Projective Exercise
3Emotion Clarity
5Ambient Mood
2Free Association
4Reported Intensity
6Patented Algorithm
Each emotional response is measured for baseline intensity relevant to topic and other stated emotions.
How does _________________make you feel?
The Martec Group, Inc. Confidential6
PRIMARY APPLICATIONS
Emotion Mining™ addresses a wide range of strategic challenges thatrequire assessing the true voice of the customer.
Brand Position/ImageryBrand Profiling/PositioningBrand Extension/Adjacency
Brand Preference
Marketing EffectivenessAd Tracking/EvaluationSales/Field Alignment
Message Development & Testing
Value CreationBenefit Statement Development
Product/Service Offering Evaluation
Feature Evaluation
Customer ExperiencePath to Purchase
Needs-Based SegmentationCustomer Loyalty/Retention
InnovationConcept Testing
Value Proposition DevelopmentProduct Development
Strategic AnalysisCompetitive Position
Trends & Unmet NeedsGo-to-Market Strategy Evaluation
The Martec Group, Inc. Confidential7
CORE DELIVERABLES
Emotion Mining ™ delivers a robust set of qualitative and quantitative insights, enabling a comprehensive understanding of
customer behaviors and motivations.
Emotional Landscape
summarizes conscious and subconscious
drivers, prioritized by
highest motivational (marketing) potential.
Engagement Metrics provide
“NPS-like” results – providing the ability to track “emotional”
engagement over time and measure
the impact of initiatives.
Polar Maps position
customers’ emotions -plotting the
customer journey across key emotional
dimensions.
Lunch Tables allow for
evaluation of statistically
meaningful AND lower sample, yet
important, directional
insights.
Verbatim comments can be
mined for each emotional
channel/sub-channel – and segmented by
respondent type.
The Martec Group, Inc. Confidential8
ContemptuousAngry
Rejecting
Disintereste
d
Dreading
Dismaye
dAfra
id
Hesitant
Sorro
wful
Shameful
Depressed
Fatigued
Uncomforta
ble
Disreputable
Discontented
Insecure
Secu
re
Contented
Worthy
Serene
Energized
ConfidentProud
Joyful
Trusting
Attracted
Admiring
Amazed
Interested
Accepting
KindLo
yal
THE EMOTION LANDSCAPE™
How does BUYING INSURANCE make you feel?
The Emotion Landscape™ quantifies and prioritizes the emotions with the highest motivational potential, giving clients a new language and blueprint
for communicating both internally and externally.
Pleasant% To
tal C
larifi
ed In
tens
ity
Maximize resources
Wasted resources
SUBCONSCIOUS
CONSCIOUS
Unp
leas
ant
“I think it, and can articulate my reasons”“Say”
“Seek” “I sense it, but can’t articulate what matters most to me”
The Martec Group, Inc. Confidential9
METHODOLOGY COMPARISON
Research Method Surveys In-Depth Interviews
Focus Groups
Emotion Mining
Conscious Emotions Prioritized
Conventional market research methods capture conscious emotions only through self-report.
Subconscious Emotions Prioritized
EMCI’s patented technology reliably captures, analyzes and prioritizes conscious and subconscious emotions to identify the emotions that most strongly engage, motivate and inspire.
Qualitative Respondent Verbatim
The EMCI process lets respondents choose their own words to describe how they feel, mapped to emotional dimensions. Discovery enables the ability to drill down each layer to read verbatim comments from group to n=1. Verbatim is prioritized on the motivational strength of emotional responses.
Open-ended questions for quantitative results
The EMCI methodology supports open-ended questions and quantifies each response by calculating the statistical relevance of each emotional response and prioritizes the highest motivational potential.
Quantitative Results & Actionable insights
The EMCI database and algorithms support multiple (related) quantitative and qualitative analyses. The insights provide direction to achieve best decision and action outcomes.
Unbiased ApproachThe unique EMC methodology eliminates technical, interviewer and respondent bias found in other research approaches. Instead of self-report, respondents are enabled to project freeform, spontaneous expressions.
Number of respondents Unlimited 10-100 5 - 10 per group Unlimited
EMC’s web-based data collection enables scalable applications n=x. The only requirement is an email address to send out the online survey.
Timeframe in weeks* The EMCI technology automates data analysis. Study outputs, insights and recommendations are typically generated within 1 week. 4-8 6-10 8-12 2-3
= 0% effective = 25% effective = 50% effective = 75% effective = 100% effective
*Timeframe includes: create questions, conduct the study, analyze the results and report on the results.
The Martec Group, Inc. Confidential10
CUSTOMERS
FINANCIAL/INSURANCEMANUFACTURING
HEALTHCARE ACADEMIC
SERVICES /MISCELLAN
EOU
SCP
G
This product has been proven effective in organizations across myriad industries and market/product segments.
The Martec Group, Inc. Confidential11
CASE STUDY: COCA-COLA
Helping Coca-Cola® Regain Share Through Effective Advertising
ProblemCoke sought to win over a younger demographic while stopping market share slippage to water and juice.
Study180 Coke Enthusiasts:
• ‘How does Coke make you feel?’• ‘How does this soundtrack make you feel?’• ‘How does this storyboard make you feel?’
200 Pepsi / Dr. Pepper Enthusiasts:• ‘How does Pepsi make you feel?’• ‘How does Dr. Pepper make you feel?’
ResultsThe research showed that Coke’s current advertising strategy was, in fact, servicing competitor brand equity. As a result, Coke created its classic Polar Bear commercials by aligning its creative based on Emotion Mining™ data.
Impact• Increased persuasion scores (relevance, appeal, likeability, entertainment)• 1% lift in market share• $130MM increase in revenue
The Martec Group, Inc. Confidential12
CASE STUDY: AMERICAN EXPRESS
Helping American Express® Reduce Turnover and Increase Competency
ProblemWith a high turnover rate, American Express was losing $50MM per year in training and development costs.The professionalism of its financial planners and salespeople was being questioned.
12
Study360 Clients and Prospects:
• ‘How does the American Express financial planning process make you feel?’240 Financial Planners and Salespeople:
• ‘How does selling American Express products and services make you feel?’
ResultsThe financial planning process was 70% unpleasant for both customers and salespeople. Financial planners and salespeople had varying degrees of emotional competency, but were being discouraged in a flawed process.
Impact• American Express invested millions in a emotional competency training program for financial planners
and salespeople, yielding a 15% sales increase and reducing turnover
The Martec Group, Inc. Confidential13
SUMMARY
Create. Collect. Analyze. Report. Recommend.
Emotion Mining™ identifies subconscious motivators that are below the “stated” surface.
• Help to predict buying behaviors, providing an emotional window into customer decision making
• Properly identifies both emotional and rational connections
Emotion Mining™ plugs into traditional research analyses, including:
• Needs and opportunity assessments; innovation/ product development efforts; brand assessments; advertising audits; customer service optimization; customer loyalty analyses; etc.
Further, Emotion Mining™ generates new research perspectives:
• Emotional landscape/SWOT analysis; emotional segmentation; total customer connection analysis; etc.
The Martec Group, Inc. Confidential14
CONTACTS
martecgroup.com
Jim DurkinPartner/PresidentDirect: 312-606-9672Email: jim.durkin@martecgroup.com
Chuck BeanPartner/CMODirect: 248-327-8005Email: chuck.bean@martecgroup.com
We look forward to working with you to create customized solutions that will guide future business success.
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