Abstract:

Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers have recognized the importance of measuring emotions embedded in products but the traditional metrics of rating scales fail to reflect the true picture. Various neuropsychological technologies have emerged but none is easily scalable or easy to interpret. Voice analytics, which comprises linguistic and acoustic components, provides a highly viable new solution to marketers' needs. This paper illustrates the potential for mass adoption of voice analytics with a pilot study recently completed in India, illustrating how the analysis of consumers' spoken responses brings a level of insight that traditional rating scales cannot provide alone.