How Important Is It to Measure Your Customer’s Emotions?
Dynamic Search, Malaysia’s largest homegrown independent market research consultancy has created an emotion analytics model called the and it is backed by behavioural science and neuroscience.
Why measure Emotion?
Neuroscience suggests that up to 95% of our decisions are guided by our emotional subconscious brain and yet most research targets the rational conscious mind. To understand true motivations that drive your consumer behaviour, it is utmost important to measure consumers’ emotions because emotion is essential to decision-making.
The 2016 United States Presidential Election
The day before the 2016 US Presidential Election, most pollsters and statistical models had pegged Hillary Clinton’s chances of winning at greater than 90%! However, Function Group Analytics used not just rational drivers but also emotional drivers in their predictive model to predict the election outcomes in the year 2016.
It is proven in the actual election results that emotional drivers not only explain why a choice is made but also improve the predictive accuracy overall when combined with rational drivers!
By measuring Emotion, it helps to increase the bottom line:
- Able to uncover the true customer motivations
- More accurately predicts consumers’ preferences and choices
- More accurately forecasts sales and market share
- Optimises the sensory experience of your products and brand assets to boost consumer behavioural loyalty.
The Model can help you to uncover the greater foresight and insights. It helps you to make more strategic and informed business decisions and also enables you to allocate resources in your business more efficiently and more effectively.
The Model empowers you with the Customer Loyalty Driver Matrix which categorises all the customer loyalty drivers into 4 distinct categories: