Services
Using video to capture facial expressions of emotion at the decisive moment, we capture the emotional response to brands, communications and product features, not just the rational response of consumers.
How the brain immediately responds to, for example, a new product feature, is shown by facial expressions, created by signal sent directly to the facial muscles. This tells us whether it has engaged the preconscious brain.
The verbal response, as the respondent activates her rational, conscious brain, reveals values and attitudes to help to explain why the item engages or does not engage.
By capturing the response of each consumer at the decisive moment, we are able to predict the likely success of a price point, an ad, service innovation, product feature or visual identity.
The results are summarised in the Engagement Index, a table summarising verbal and non verbal responses to each item tested.
The presentation and video footage are contained within an interactive DVD.
Speciality
Our research is informed by the latest findings in neuroscience on how decisions are made by consumers.
For projects which have a large emotional component, we use video analysis to capture facial expressions of emotions which are often not revealed by verbal information alone.
Analysis of facial expressions adds greater richness and reliability to branding, design, advertising communications, pricing, copy testing, and web site usability.
Background
John founded Momentum Research in 1992 having begun his qualitative research career at Cooper Research and Marketing, later becoming a director of Consensus Research International and Taylor Nelson Sofres.
John has a long-standing interest in the psychology of emotions, holding a PhD in Social Psychology from Imperial College, London.
He is an experienced trainer and workshop convener in qualitative methods, video production and non-verbal communication (ESOMAR). He has had a number of papers published on capturing emotions in qualitative research.
He is a full member of the MRS and a member of AQR and ESOMAR
