Psychological And Emotional Market Research Resources

Related Articles

There are 141 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

How ads can influence consumer perceptions of brand pricing

When it comes to developing a pricing strategy, branding and advertising are two crucial components to consider. This article suggests that advertising might cause consumers to think that a brand is worth more and be willing to pay a higher price.

A trust-building exercise

Qualitative research across several sectors - automotive, finance, consumer electronics, etc. - sought to understand the drivers of brand trust. Across all sectors, consumers see brand trust as fueled by product quality, the brand’s leadership and innovation, familiarity, heritage, status, the endorsement of a family member or friend, and its maker’s social consciousness.

Marketing research within the financial services sector

To keep pace with market and societal shifts and changes, the financial services industry has had to use a variety of marketing research approaches, including emotional measurement and social media, to understand consumers’ relationship with their money.

Understanding the role of social influence in consumer behavior

In today’s highly social world, it’s harder than ever for researchers to separate and measure the many factors that influence our product choices. One way is to look at the connections that bind us, the author says.

Satisfying no longer: Part II: The consequences of bad satisfaction measurement

In part two of a three-part series, the authors continue exploring the perils of improper satisfaction research by outlining some of the errors that can be committed in CSat’s name, including measuring the wrong things, pursuing meaningless improvements and misusing the results.

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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.

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.

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.

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.

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.

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