Research Services
Cognitive + Emotional Responses =
Holistic Insights
C+R Partners with The Rational Heart to Measure Emotional Responses for Deeper Insights
C+R is committed to exploring cutting-edge methods that empower our clients to gain a profound understanding of consumer motivations and mindsets. Our primary goal is to move past surface-level expressions and statements to evaluate the deep emotional responses of consumers. By revealing the latent emotions of consumers, we aim to provide our clients with deeper insights into their decision-making processes.
We are excited to partner with The Rational Heart to achieve just this. The Rational Heart incorporates advanced measurement and modeling techniques to assess emotional responses from the memories of respondents. Measuring both cognitive (through our custom survey) and emotional (The Rational Heart) responses allow for a holistic picture of what drives consumers.
Why Measuring Consumer Emotion Matters
The proper measurement of emotion is important because it drives consumer memory and decision-making. Unfortunately, most brands lack a deep understanding of their consumers’ emotions simply because consumers either cannot or will not tell what they are truly feeling. Additionally, research methods that can help consumers to “tell” what they think are often difficult and expensive, or incomplete.
How Does The Rational Heart Work?
The Rational Heart’s goal is to deliver consistent, actionable, and valuable insight into consumer emotion. At the foundation is Robert Plutchik’s Psycho-Evolutionary Model and a simple, modified Max Diff exercise that can be incorporated into any survey we design for your research project.
The Essence of Emotional Mapping
By assessing eight fundamental emotions, each with varying intensities, the Rational Heart can delve into base, complex, and even higher-order emotions.
This innovative measurement tool challenges respondents with simple binary word pairs, prompting them to make quick decisions in under 2.5 seconds. This technique captures immediate emotional reactions, bypassing the opportunity for reasoned responses.
Example Output/Deliverables:
The following illustrates some of the outputs that The Rational Heart can provide, such as:
- In-depth response to the stimulus, measuring up to 140 emotions
- Brand (or stimulus) emotional profiling, including in total and by segments of interest
- Analysis of consumer emotional patterns
- Strategic understanding of how emotions impact consumers’ behavior
Many use cases for
the Rational heart
How We Can Help
Partnering with C+R, we can elevate your insights using The Rational Heart through:
- Strategic messaging research
- Brand health tracking complement (point in time or ongoing to trend shifts in brand sentiment
- New product/concept development
- Segmentation complement to understand emotions felt about category/brand and influence targeting/message strategy
- Understanding more behind drivers of behavior or attitudes (A&U, drivers analyses)
