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Psychological And Emotional Market Research Resources

We've grouped together all the information our site contains on Psychological and Emotion Research to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 173 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

JCPenney pinpoints its customers
In order to fully understand the needs of their customers, JCPenney has initiated a series of studies called Consumer Feedback. These studies give JCPenney a clear picture of the needs, attitudes and behaviors of their customers.
Finding the hot buttons: a scientific approach to motivational research
This article describes an in-depth interviewing technique to disclose consumer motivations for buying a brand, and it explains how to scientifically analyze the responses.
Psycho-socio-cultural Hispanic research
Psycho-socio-cultural research is considers psychological, sociological and cultural theory when addressing market problems across cultures. It merges what is known about people, societies and cultures with empirically-gathered data about specific attitudes, behaviors and beliefs. This article addresses the importance of considering psycho-sociocultural variables in the design and interpretation of quantitative and qualitative research involving Hispanic groups.
The Gestalt approach to advertising research
This article points to ways that Gestalt psychology can inform the design of advertising-related qualitative research. This approach would stress the importance of the context surrounding the ad in the minds of the consumer and identify key elements that most affect the overall impression.
Projective technique aims to uncover consumer attitudes
Commercial anthropology is a qualitative technique applied in mini-focus groups or interviews. It involves respondents reacting to a depiction of a brand user by making projections about the user by outfitting that user with items the user would have. The selections stimulate discussion that provides inroads into a user's psyche and belief system. General Motors used this technique to uncover the underlying emotions that differentiated purchase of one specific brand of automobile from another in the "sporty" car market segment.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

How to conduct values research in a qualitative setting
The authors explore the use of ethnography to understand consumer values, using a research project on TV news as an example of how values can affect product and service choices.
Applying facial coding to ad testing
A look at the results of a study that used facial coding to test the sales effectiveness of automobile ads shown during Super Bowls.
The fine points of feelings: Why discrete emotions matter and how to reveal them
Much emotional assessment in consumer research focuses on emotionality in general as opposed to specific emotions and feelings. Distinguishing and marketing toward the specific nature of positive or negative feelings that drive buying decisions can improve executions. This article provides evidence that makes this point and offers suggestions for revealing the specific emotional profiles of products and services.
Losing its polish? Samsung takes on Apple with more than just price
Emotional engagement and price are both important in the smartphone brand category. This article looks at how Samsung is outperforming Apple and how Apple may respond.
Marketing research trends to watch in 2013
Insights in Marketing LLC conducted research on research to create a list of potential trends for 2013. This article details six predicted trends and offers advice on how to navigate them.

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