Exploring & Measuring Emotion - Neuropsychology & Visual Thinking - Tapestry Works
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Transcript of Exploring & Measuring Emotion - Neuropsychology & Visual Thinking - Tapestry Works
#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners
Divider slide
Divider slide Talking to the emotional brain
• Our brains think visually
• Emotions are goal-directed
• Successful brands focus on
relevant goals
Divider slide
What is emotion?
“Emotions are evolved mechanisms for motivating behaviour, helping us to seek what we need to survive by guiding us towards what we like and find pleasurable, while avoiding what may be harmful, damaging or painful. Emotions are a way to assess and interact with our ever-changing environment, taking into account our current needs and past experiences.”
[source: Emotion: Pleasure and pain in the brain by Kringelbach & Phillips, page 123]
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Emotions are goal-directed
Self protection
Popular choice
Status
Exclusive choice [source: The Rational Animal by Kenrick & Griskevicius, 2013]
Divider slide
Case study : back story
Back story Category
codes Emotional
stories Validation
Creative workshop
Experience design
Divider slide
Case study : consumer stories
Back story Category
codes Emotional
stories Validation
Creative workshop
Experience design
Care & connection enable knowledge &
creativity
Artist • Create opportunities
Guru • Stay ‘in the know’
Everyman • Stay connected
Caregiver • Secure network
“She looks wild, tough, unconventional, but I
prefer to work according to the rules” (business
travel)
“Is this a hair or salon ad?” (entrepreneur)
“She is tough, not friendly and hard rto get close
to. I wouldn’t want to be like her, she is not
attractive.” (entrepreneur)
“I don’t get what it means by ‘creating doors to
open’” (geek)
“I can relate to this, and I think the visual looks
cool … It looks like a fashion ad, you can’t
understand it without the text, and I’m not sure
how to connect it with 1O1O.” (business travel)
“She is a cross of rough and polite, rebellious,
individualistic. I don’t want to be like that. She is
unique but isolated and cannot easily connect
with others.” (geek)
Divider slide
Case study : quantitative segmentation
Back story Category
codes Emotional
stories Validation
Creative workshop
Experience design
Target customers want understanding to help them create impact
0
20
40
60
80
100 WARRIOR (COURAGE)
ARTIST (CREATIVITY)
EXPLORER (DISCOVERY)
REBEL (DISRUPTION)
JOKER (FUN)
SEDUCER (INTIMACY)
EVERYMAN (BELONGING)
CAREGIVER (CARE)
IDEALIST (TRADITION)
RULER (CONTROL)
GURU (KNOWLEDGE)
CATALYST (CHANGE)
HK general
Target segments
#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners