How do your customers benefit from using your new tool PIC|MOTION?

Charlotte Stöckmann: PIC|MOTION measures the emotional charge of our clients' brands and thus supports them in deciding on the right marketing strategy. Because emotions are the anchor to the purchase desires and motives of the target group!

Emotions create and strengthen the consumer's connection to the brand. The stronger the brand is connected with positive emotions, the better it is remembered and the more I want to experience this brand and these positive feelings again. Our tool shows customers how strong the emotions about their brands are suited to motivate consumers to buy.

If you know the emotions that customers associate with your brand, you can optimize your brand communication based on them. Positive emotions that match the marketing strategy can be used effectively and reinforced in a targeted manner. This gives the brand a strong emotional anchor that triggers positive feelings and thus promotes a high propensity to buy.

Sign up for the webinar (10 May, 10:00 hrs., in German)

What is the outstanding feature of PIC|MOTION?

Charlotte Stöckmann: PIC|MOTION relies on intuitive measurement by means of images and is also based on a widely validated scientific model for measuring emotions.

The intuitive application is essential, since verbalizing feelings is often difficult. This makes the survey fun and allows respondents to free themselves from rationalization and the carousel of thoughts. Nothing has to be justified. I look at faces in photos during the interview and just feel. The pictures "move" intuitively by reflecting the appropriate emotion. This is how we reach the unconscious with our tool, which remains hidden with verbalized item batteries, for example.

And how exactly does the intuitive measurement with PIC|MOTION work?

Charlotte Stöckmann: Respondents select images from our validated, expressive portfolio that best reflect their emotions in relation to our client's brand. By the way, the measurement can also be used for an ad, a term or a jingle, etc.  Moreover, it does not matter whether the survey is conducted in a face-to-face situation or online. As we have found in test studies, images basically function as door openers to emotions.

Based on the image selection of our respondents, PIC|MOTION provides our customers with an individual and multidimensional emotion profile about their brand. The special feature: You as a customer receive the complete emotion profile of your brand, i.e. in addition to the superficially present emotions, we determine which emotions additionally resonate in the feeling for the brand and perhaps make the decisive difference to the competition. After all, there is not just THE ONE emotion, but a bouquet of emotions.

That's why PIC|MOTION is backed by a validated emotion model that covers the entire emotion space and indicates for each emotion how strongly it is associated with the tested brand.

What exactly is this emotion model all about?

Charlotte Stöckmann: It was particularly important to us that we proceed in a scientifically sound manner and that we can rely on our tool. Therefore, behind our tool is the widely researched scientific model of the emotional circumplex for quantitative emotion research according to Russell, which has been validated many times in psychological research. In this model, emotions are classified using a two-dimensional mapping, thus forming a semantic space of emotions. This is based on the assignment of emotions to the degree of "arousal" on the one hand and "valence" on the other. Thus, we apply an emotion model that allows a deep and broad analysis of the emotional brand charge.

What should participants not miss during your webinar?

Charlotte Stöckmann: We will dive into imagery and emotion together. We will demonstrate how the measurement process works with our research tool, so that participants can experience how easily and quickly they can get to the emotions of their target group with PIC|MOTION. And of course, we'll also take a look behind the scenes and you'll get an impression of the analyses and results. So stop by and let us inspire you!

PIC|MOTION has been on the market since summer 2022, what has happened since then?

Charlotte Stöckmann: We have now used it in many studies in a wide range of industries, it has become absolutely established in our everyday evaluation work and is much in demand from our customers. Based on internal and external input, we have refined and optimized our evaluation capabilities. You can see exactly what this looks like in the webinar!

Sign up for the webinar (10 May, 10:00 hrs., in German)

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Charlotte Stöckmann is a psychologist M. Sc. and studied at the University of Münster with a focus on clinical psychology and experimental psychopathology. Already during her studies she developed the ambition to understand and research the thinking and behavior of people. As a research consultant in the healthcare department at Produkt + Markt, she uses quantitative and qualitative methods to get to the bottom of topics in the healthcare sector, with a particular interest in the development and application of new methods and approaches.

 

– published in German in marktforschung.de –