Psychological And Emotional Market Research Resources

Related Articles

There are 38 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

If Freud had been a market researcher...

The author explores and explains the thinking behind morphological market and media research, which aims to take into consideration the influence of the unconscious of all parties in the research process - respondent, researcher and client. Advice is given on how to conduct an in-depth interview or focus group using morphological practices.

Inhabit the user's world

For designers of new products, the author recommends conducting role play exercises in which the participants put themselves in the users’ shoes. By paying attention to physical and emotional reactions to situations encountered during the role play, designers can create products that that really serve users’ needs.

Trade Talk: Studies track health trends and their opposites

Examines health and wellness trend predictions from the Natural Marketing Institute. Each trend has an accompanying opposite trend. For example, a new movement toward increased attention to personal health care is paired with growing numbers of people who actively don't care about exercising and watching what they eat, etc.

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.

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.

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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.

In Case You Missed It... February 2012

News and notes on marketing and marketing research: Cash vs. credit; QR code shortcomings

In Case You Missed It... January 2012

News and notes on marketing and research: Designing mobile creative; saving for retirement

We all think we're great: Measuring social desirability

This article discusses social desirability, a phenomenon that causes respondents generally to have the tendency to rate themselves positively, which can impact research results.

Consumers are like Google: Brand-building and the search for meaning

For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

Using in-depth interviews to examine the impact of advertising

Using analysis of spots from the 2011 Super Bowl, the author explores the benefits – and dangers – of ads that tap respondents’ subconscious reactions.

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