Despite the investment, most customer and user experience tweaks are completely forgotten according to Kahneman's peak-end rule of memory. The stories that stick define your brand and decide your fate. We asked 3600 customers "What is your most vivid memory of this brand? We used AI to code the responses in terms of their positivity, touchpoints, and resulting perceptions. The results showed that being able to retrieve a defining brand memory was a significant and potent predictor of brand love and intention to increase usage.Tracking brand memories clearly matters but you will need to join this talk to hear the full details on how it elevates brands in ways that impact strategy and budgeting immediately.
Despite the investment, most customer and user experience tweaks are completely forgotten according to Kahneman's peak-end rule of memory. The stories that stick define your brand and decide your fate. We asked 3600 customers "What is your most vivid memory of this brand? We used AI to code the responses in terms of their positivity, touchpoints, and resulting perceptions. The results showed that being able to retrieve a defining brand memory was a significant and potent predictor of brand love and intention to increase usage.Tracking brand memories clearly matters but you will need to join this talk to hear the full details on how it elevates brands in ways that impact strategy and budgeting immediately.
Steer away from the dominant MR narrative (that focuses on the limits of human memory) and learn how to elicit and decode early memories to reveal precious information about how a person views the world.
Steer away from the dominant MR narrative (that focuses on the limits of human memory) and learn how to elicit and decode early memories to reveal precious information about how a person views the world.
What's UP? Ever thought about UP; Why you speak up in meetings when a hot topic comes UP but at other times you shut UP, make up excuses, so as not to stir UP trouble? And is your communication more like researchers walk into a bar... or rather like. It was a dark and stormy night? Do you sometimes find advertising memorable, but not the brand name? Ever wonder why we remember the faces of students in our school book but not their names? Words, images, metaphors, stories, emotions... communication is a many splendored, and confusing thing. Is it true that we only use 10% of our brain? No, it isn't. But how we use it might surprise you. And how you can use this knowledge to revolutionize your communication might inspire you. That is because our brain... sorry, this is only a teaser! Can you not read this paper? It is UP to you.
More and more research shows that consumer behaviour is driven for an important part by subconscious processes in the mind. Existing research techniques to uncover this area are either expensive or not very effective. Guided relaxation generates insights that are beyond any research technique so far. The method is based on the principle that real insights break through when the mind is completely at ease. By stimulating an 'alpha' state of mind, respondents have easier access to subconscious beliefs and memories.
Synaesthesia may be applied to both Alzheimer's and Qualitative Research as an effective support technique, in order to trigger a spontaneous consumer language made of sensorial metaphor, based on a direct emotional experience. In order to enhance the use of fragrances on dementia but in market research as well! it is a series of essences could be developed to be used therapeutically, both in Aromatherapy and for synaesthetic application. Fragrances help as much in reconstructing emotionally important memories as in establishing connections with other sensorial modalities contributing to and processing a structured language, not delirious and relaxing the tone of the mood by soothing anxiety.
Given today's flood of information, consumers struggle to find their way and seek as much help as they can find in many markets. As part of everyday life, people often create help mechanisms such as mnemonics to make it easier to remember things. For example, you remember a sentence starting with the initial letters of each of the points of the compass in order to help you remember them. Or if you are in the United States and you want, for example, to order flowers, you simply use the letters on the telephone. If you enter the dialling code and then 'Flowers' you are directly connected to the flower delivery service.But you don't necessarily need these traditional aids; mental images can also help with memory. For example, if you ask people how many windows there are in their house, most people cannot tell you of the top of their head. However, if you close your eyes and picture the house in your head, you can go from room to room counting the windows and get an answer that way.Brands are also mostly accompanied by very concrete perceptions and associations and form mental images in consumers' minds.
The paper describes the work that has been carried out with 7 year old children in Brazil, France, and Armenia. It was shown that the educational program has an influence on the responses that children give when their advertising memorization is measured. Depending on the culture, some kids are more likely to give richer responses when using verbal methods, while others present better performance when dealing with non-verbal ones.
Sensory perception of smell and taste treated in a broad sense, including aspects like memory and emotion, is discussed from a point of view that takes practical application in the field of market research into account. Sensory perception of smell and taste is characterized by the large individual differences between observers, its subconscious nature and a lack of verbal terms to describe perceptual experiences. Recent developments in the area of stimulus intensity stimulus quality and stimulus pleasantness and unpleasantness lead to the conclusion that many of the often used methods in consumer research may lead to FALSE conclusions and that it is wise to follow a double strategy in which consumers are only asked for their preferences and special descriptive panels are set up for the translation of these preferences into product.