The most striking feature of physical and neurological research is that it can scientifically measure the emotional response of consumers to marketing arguments, brands and products. Since such researches provide scientific results within 95% reliability limits, they are safely used in measuring consumers’ unconscious perceptions, tastes, preferences, reactions and purchasing tendencies.
Especially since the pandemic outbreak, online methods have clearly come to the fore and gained the upper hand in the field of research, as in every field. EMONET, the Online Emotional State method, has the ability to measure remotely without sensors and is an excellent technology because it can be applied via laptops and mobile phones. It is practical as it does not take participants away from their natural environment and has the ability to be performed in a short time.
While the responses from the central and autonomic nervous system are measured by facial muscle movements, the amount of blood flow in the forehead and the size of the pupils are physiological measurement parameters used in EMONET analysis. Thus, understanding how the participant reacts to which stimulus confirms the wise saying that “we know a person by their face”.
Taking reliable and appropriate actions by utilizing the insights obtained from qualitative interviews conducted simultaneously with neurological and physical measurements in the EMONET method saves brands from creating faulty marketing and communication strategies.
EMONET STUDY: We briefly summarize below what the ‘BRAND PERCEPTION with EMONET’ Research conducted by NeuroMark for a Men’s Clothing Brand has brought to the Brand;
An EMONET Emotional State study was carried out with Group Discussions to measure the emotions towards the brand to create a new Concept by revealing brand values, associations and concepts and to select the appropriate ones for the brand from the new brand concepts and visuals discovered.
The following findings were obtained as a result of the study:
Insights for Menswear Brand:
– Be a menswear brand, not a suit brand…
– Make men aware that there are products other than suits…
– Women and social media have an impact on menswear…
– It’s a social norm to dress according to the occazion…
– Weekend means freedom, dress according to your mood…
– Remember that comfort is synonymous with menswear…
– Customers and the industry have completely different definitions of clothing style…
The results of physical and neurological measurements:
– The concepts most associated with the brand are ‘modern, casual, classic, innovative, young’.
o The concept of MODERN should always be there because it gives happiness.
o The concept of CASUAL cannot concentrate on any emotion.
o The concept of CLASSIC creates boredom.
o The concept of INNOVATIVE is very important because it creates excitement.
o The concept of YOUNG is especially desired by adult men.
Proposed and realized actions:
– Use the concepts and visuals we suggested in the new brand concept because they evoke positive emotions.
– Designing campaigns with a sense of innovation and emphasizing modernity to increase customer frequency.
– Engaging with young people and youth.
– Increasing synergy.
– Focusing on strategies that will turn brand awareness into purchasing.
– Utilizing social media opportunities.
– Using the brand face that is most compatible with the brand.
References:
o NeuroMark ‘BRAND PERCEPTION with EMONET’ study
o I would like to thank dear Alev Bayrak, one of the most miraculous moderators and qualitative project managers I have ever known, for giving me permission to publish parts of the research we conducted together in this article.
Simin Demiriş
