Revolutionising the way we research emotion

Catalogue: Webinars 2019

Date of publication: July 12, 2019

Abstract:

Reading articles about market research and listening to what research buyers tell us they need, there continues to be a hunger for research to: 1. Capture authentic emotion 2. Deliver actionable diagnostic insight 3. Inspire the confidence to act with robust findings. MM-Eye have created a hybrid qual-quant research technique that does all 3: 1. Collecting emotionally rich qual data at scale 2. Converting it into quant data 3. Using a next-gen AI-powered text analytic approach we have custom designed for market research. It is called ThoughtScape™ and we would like to share our approach and the learnings we have gained along the way. ThoughtScape™ is theoretically robust, being grounded in the latest neuroscience understanding of how the brain works. It is also backed up by a decade of use, having been the core of the global brand research we undertake for Jaguar Land Rover. And to illustrate the unique insight ThoughtScape™ delivers we’ve conducted a demonstration study. The topic we have chosen is airline brands and the study directly contrasts two matched samples; one using traditional survey approaches, the other including ThoughtScape™. And we’d like to share these results to demonstrate the proof of concept.

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