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An Exploding Stove, Epic Hold Music, and AI that Measures Consumer Emotion

Posted by Dr. Erica Carranza

Wed, Jan 27, 2021

AI Music and Kichen Blog Opener Erica Jan 2021 (1)

Emotion is a powerful motivator—arguably THE most powerful motivator—and can make or break a consumer relationship. Case in point: Me and KitchenAid.

I recently bought a KitchenAid gas cooktop. It was a gorgeous model I loved—until one of the burners exploded. Thankfully no one was hurt, but it could have been bad. So, I called the KitchenAid helpline, which is run by their parent company, Whirlpool. Then I waited. And waited. And waited… In total, I spent nearly TWO HOURS on hold.

Waiting hours to tell a Whirlpool rep our cooktop caught fire should have been infuriating. But it wasn’t. Why? Their hold music! It cooled my hot temper and warmed my cold Gen-X heart. I heard songs like Don’t You Forget about Me, Eye of the Tiger, and Don’t Stop Believin’. It was just too hard to stay mad with Journey crooning in my ear.

Then, when a rep finally heard my story, she said I should talk to their Safety Department. In order to do that, I sat on hold. AGAIN. But this time their music was different. Take a listen—it may ring a bell: [click to listen]

My fellow Game of Thrones viewers will recognize that as the song that played when Cersei blew-up the Sept—which, in GoT laymen’s terms, involved using a fantastical kind of gasoline to blow-up a church full of people.

GOT GIF

Yes, that is what I listened to as I waited on Whirlpool’s “Safety Line” to talk about how my cooktop exploded. All I could do was laugh. To the person at Whirlpool who picks the hold playlist: I salute your musical taste and twisted sense of humor!

Music’s effect on emotions is mostly involuntary and hard to combat. In this case, it saved me from losing my mind on a rep who wouldn’t have deserved it, and trashing KitchenAid on every public platform possible. So this story speaks to the power of music to tame the angry consumer—but, more broadly, it’s a study in the importance of understanding and actively managing consumers’ emotions.

All emotions fall into one of four types that can be plotted on two axes: Negative to Positive (i.e., feeling bad to good) and Passive to Active (i.e., low to high energy). The importance of which types of emotions a brand inspires depends on the matter at hand. For example, teams tasked with new customer acquisition should focus on inspiring ACTIVE positive emotions, while teams tasked with driving customer loyalty should focus on inspiring PASSIVE positive emotions.

Negative Positive Passive and Active Emotions Chart

Industry also matters! For example, most brands should aim to minimize negative emotions, especially ACTIVE negative emotions, which inspire reactions like trolling the brand online and posting bad user reviews. But stirring some negative emotions can be good for media brands as long as they ultimately inspire more positive than negative. Game of Thrones is a good example of this. It started out with a good balance of positive-to-negative emotion, but ended-up inspiring too much active negativity.

Because of the importance of understanding consumer emotions—and the utility of this particular framework—we’ve worked hard to develop AI that reliably captures emotions in each quadrant from what consumers say about how they feel.

Our custom-built AI enables us to take text from things like survey open-ends, or transcripts of video/audio recordings, and quantify how much a brand, product, service or experience inspires each of the four core types of emotions. Plus, we have benchmarks in major industries.

Building the AI has been a long, arduous process involving an exhaustive analysis of emotions expressed by all kind of consumers, and regarding all kinds of brands and experiences. And it’s taken a lot of HI (human intelligence) to ensure that our final AI solution works well. But the effort was worth it. We have a validated approach to capturing each type of emotion using scales, but the best way to unpack emotions almost always involves asking consumers to tell us in their own words.

And, incidentally, there is no scientifically valid way of uncovering emotions that beats asking the right questions and listening in the right ways. To quote the Handbook of Research Methods in Social and Personality Psychology, a favorite from my grad school days, “In practice, objective measures in the brain and body tend to be weakly correlated with one another, and together they do not consistently and specifically distinguish between instances of anger, sadness, fear, and so on. If we want to know whether a person is experiencing an emotion, we have to ask her/him. Self-report is currently the only valid way of assessing subjective emotion.”

Consumers are people. And, today, we’re all wearing our humanity on our sleeves. Between the surging pandemic, political turmoil, social unrest, remote schooling, and an uncertain economy, we’re all like raw nerves riding a rollercoaster. People weren’t designed to be this stressed, on so many fronts, for this long. It’s never been more critical for organizations to stay in touch with how their products, marketing, and experiences are making people feel.


Erica CarranzaErica is CMB’s VP of Consumer Psychology. She holds a Ph.D. in psychology from Princeton University. Prior to CMB, she led insights research at American Express, where she was a recipient of the CMO Award for Achievement in Excellence.

Follow CMB on Facebook, InstagramLinkedIn, and Twitter for the latest news and updates.

Topics: emotional measurement, brand health and positioning, BrandFx, consumer psychology, consumer sentiment, Emotional Benefits, AI

Human Motivations Amid Disruption: 5G, COVID-19 & More

Posted by Chris Neal

Mon, Oct 26, 2020

Question: What do a global pandemic, 5G technologies, and puberty have in common?

Answer: Massive disruption as we know it.

Let’s start with the global pandemic. Like everyone, my household has had to adapt drastically in the face of a pandemic. In addition to stocking up on toilet-paper, our family’s digital dependence has sky-rocketed. It has exposed the limits of our internet access and Wi-Fi functionality, and frayed the fragile fabric of our family’s functionality. Our use of streaming video apps is much higher now, and it’s unlikely to go back to pre-pandemic levels long after the pandemic is gone. And we are not alone—in CMB’s COVID-19 tracking research, streaming video app usage across the US has also increased dramatically, and most people don’t expect it to return to pre-pandemic levels even after the virus is contained:

5G Blog COVID Data

Putting this problem into the Fogg model, we see our motivation to try something different/better for our internet access situation has increased dramatically. But, like most zip codes, broadband ISP competition is scarce. Better internet access is competing with toilet paper now in that upper left-hand quadrant of Foggville:

5G Blog Oct 2020 Fogg Model Internet Access-1

And this brings me to 5G technologies, the fifth generation technology standard for broadband cellular networks and the successor to 4G LTE.* This technology will increase the ability of many people to significantly improve their internet connectivity and potential, either as a fixed internet access substitute alternative, or for some households who may want to use 5G cellular connectivity as their only internet access (both inside and outside the home):

5G Blog Oct 2020 Fogg Model 5G-2

Oh, yeah: and puberty? My household is also navigating this pandemic with two teenagers, which is a miserable time of life to be stuck in the house with your parents pretty much 24/7. GenZ is the first generation to grow up not knowing life before pervasive mobile internet connections. One of their first waking memories was discovering the delights of a mobile fart app on the iPhone. And while I personally thought that was the pinnacle of potential for the mobile internet at the time, the industry has since risen to much greater heights. 5G is going to open a whole new world of application possibilities, and GenZ will be key in determining which of these take off. Video-enabled communications with friends (TikTok, FaceTime, Zoom, etc.), and online gaming will benefit most from 5G in the near-term. Usage has gone through the roof since the pandemic, and is unlikely to ever fully return to “normal”. The next wave may well be driven by Virtual Reality and/or Augmented Reality-enabled applications. Coincidentally, GenZ have the strongest interest in VR/AR gaming, and we know this generation is using online multi-player gaming for socialization more than ever during the pandemic.

UNDERSTANDING HUMAN MOTIVATION IN THE FACE OF CHANGING TECH ABILITIES

Any company trying to capitalize on the opportunities presented by a dramatically increased ability to deliver new and better 5G-enabled services to people can benefit by analyzing which specific human motivations are most important for any given new service, and how the pandemic may have altered these.

BrandFx Four Benefits Pillars

Let’s take basic broadband internet access in my household as an example:

  • FUNCTIONAL (what I want to do): our existing internet access is insufficient now that two teenagers are doing remote learning most days and two adults are teleworking: all four individuals are spending much more time on video streaming platforms, often simultaneously. This impacts the adults’ work productivity and the kids’ learning. Additionally, we are all streaming more digital entertainment (TV shows, movies, and online gaming for the kids) now that we don’t go out anymore. The Functional motivation is very clear.
  • SOCIAL (where I want to belong): Other people I know have switched to a 5G internet service. I’ve heard through online forums from people I don’t know about their experiences with 5G.
    • My kids rely on fast internet service with low latency for social connections. Problems with Facetime glitching or high ping/latency while playing Sea of Thieves with friends increases their (already high) sense of social isolation.
  • IDENTITY (who I want to be): I’d like to think I’m smart, leading edge, and open to change. I won’t keep to the status quo just because it’s familiar. And I solve practical problems around the household.
  • EMOTIONAL (how I want to feel): I am very frustrated and annoyed by my current internet service plan: the internet quality and reliability doesn’t meet my family’s current needs during this pandemic, I don’t feel like I’m getting value for the price I am currently paying, and I don’t feel respected when I call customer service.
    • I feel anxious, however, that switching to 5G may compromise the security of my internet access. And I am concerned that it may be unreliable (e.g., glitchy when there is severe weather, because I’ve heard about this with satellite TV connections).

Across many industries and products, we have found that the emotional, identity, and/or social motivations are just as—and often more—important determinants of a new product’s success than the functional ones. And the interactions across different types of motivations can be highly prescriptive for laying successful go-to-market plans in the face of extreme uncertainty.

We are neither soothsayers nor oracles, but we do know how to leverage the power of psychology to help navigate a future that promises to be full of change and more disruption.

*No, this is not another conspiracy blog about how 5G technologies caused the Covid-19 outbreak. They did not.


Christopher NealChris Neal, VP of CMB's Tech & Telecom Practice, has over 20 years of experience in high tech, online, consumer electronics, telecom and media insights, analytics, and consulting.

Follow CMB on Facebook, InstagramLinkedIn, and Twitter for the latest news and updates.

Topics: technology research, strategy consulting, technology solutions, mobile, business decisions, consumer insights, millennials, internet of things, marketing strategy, Consumer Pulse, emotional measurement, brand health and positioning, customer experience and loyalty, growth and innovation, Market research, emotion, Artificial Intelligence, BrandFx, consumer psychology, technology, Gaming, Gen Z, AR/VR, collaborative intelligence, COVID-19, consumer sentiment, Next-Gen Gaming, customer centricity, AI, Habit Loops

Quirk's Virtual Roundup: Building the Plane While Flying It

Posted by Taylor Trowbridge

Tue, Jul 21, 2020

Quirks Virtual Blog Opener July 2020 (2)

“The new normal.” Nearly every speaker at the Quirk’s Virtual Event uttered the phrase, and while there wasn’t a clear consensus on what that normal will be (or when), the dual themes of disruption and change were ever present. In terms of the conference itself, the newly virtual event meant remote video sessions, online connections, and every now and then earning a merit badge. Although not without its quirks (get it?), the event offered great thought leadership, insights, and ideas, as well as many excellent learning and networking opportunities.

Not all the change discussed was driven by pandemic and politics. I was particularly drawn to the sessions focused on the power of insight to drive organizational change. While a few suppliers spoke to the importance of this, the most unique perspectives came from the client side, including:

  • Nestlé’s Mary Colleen Hershey, who tracked the journey her team took to transform the company’s team of talented research experts into business building consultants. I loved her advice to stop romanticizing the research and get passionate about results and impact.
  • Michael Franke and Monica Stronsick shared how Progressive is embracing change and building a more robust and cohesive customer experience program by effectively linking 9 experience surveys.

Another heartening theme was the need for human connection and empathy amid disruption (and not just the good-natured acceptance of tech snafus).

  • Our own Vice President of Consumer Psychology, Erica Carranza, PhD shared how the human factors—specifically the psychological benefits emotion and identity—give us a critical understanding of consumer decision-making. Grounding concepts in a world where the only constant is change.
Watch The Human Factors Here
  • The Discover.ai team had two great sessions about the humanizing potential of AI, including the Durex case study presented in “The newest methodologies for some of the world’s oldest questions,” which provided a bit of a respite from some of the stodgier subject matters. The real takeaway was in the power of new technologies to deepen our understanding of people—their needs, desires, and motivations.

What we’re all wrestling with—personally and professionally—is how not just to survive despite change but to boldly grow because of it. Everything from brand experiences to research methodologies are being turned on their head. As Voya Financial’s Keri Hughes says, we are, “building the plane as we are flying it.” And as we learned at Quirk’s Virtual, we can weather the storm by embracing change and our humanity.


Taylor Trowbridge-2Taylor Trowbridge, CMB Account Director and proud owner of Orville, one sleepy bulldog living the dream in North Carolina.

Follow CMB on Facebook, LinkedIn, and Twitter for the latest news and updates.

Orville_QuirksVirtual

Orville taking a power nap during Quirk's Virtual

Topics: business decisions, consumer insights, marketing strategy, emotional measurement, conference recap, brand health and positioning, Market research, Identity, Artificial Intelligence, BrandFx, consumer psychology, Social Benefits, COVID-19, Emotional Benefits, customer centricity

All in this Together? Tracking Consumer Sentiment and Psychology in the Age of COVID-19

Posted by Megan McManaman

Fri, Mar 27, 2020

“Consumption is driven by very strong motivations, like emotion, identity, and social connection. Those motivations aren’t going anywhere, but the values, habits and norms that shape what we consume and how we consume could shift dramatically.” -Dr. Erica Carranza in “After Panic Buying Subsides, Will Coronavirus Make Lasting Changes To Consumer Psychology?”

Blog image COVID (1)

We may be all in this together, but COVID-19’s impact on U.S. consumer sentiment differs by generation, geography, and the sources we trust for news. A few highlights from our baseline report:

  • Though, as of last week, Americans remained largely calm in the face of the coming storm, most Americans are concerned about a long-term recession, followed by their health and the health of their community. Their own economic health (paying bills, job loss, etc.) is a significantly smaller concern, though this will undoubtedly shift over the following weeks.
  • Those experiencing positive emotions about their life express gratitude for health and family, while those feeling negative about their life largely point to the current COVID-19 situation and economic uncertainty facing them and the country.
  • Generational differences abound, younger generations (Gen Z and Millennials) feel more optimistic about a relatively quick return to normal. Both Gen Z and Millennials are also looking to brands as trusted sources of information. In contrast, Boomers across the political spectrum place their trust in news and media of brands. 

Download the Report

Contact us to add custom questions and be included in the next wave.

 

Topics: emotional measurement, consumer psychology

Social Detox, Financial Retox

Posted by Lori Vellucci

Wed, Feb 12, 2020

Sure, we all love the feels we get staying connected to family and friends, but if you want to feel really good in 2020, log off social media and invest with a financial services firm!

Hold the skepticism and allow me to give a little background. As part of our self-funded Consumer Pulse program, we asked over 20,000 people to evaluate 80 financial services, tech, and media brands on the four key psychological benefits that help people fulfill core motivations: Emotional, Identity, Social, and Functional. Each benefit plays an important role in driving brand consideration, trial, loyalty, and advocacy. Using our proprietary BrandFxSM solution, we can give our clients a complete picture of their brand’s performance versus competitors, the interrelationships between the benefits, and the best path to capturing their target audiences. 

So back to those financial services brands. Of course, we expected to see differences between brands within each industry. I was intrigued by an insight that emerged when comparing across industries. Many social media platforms performed far worse on maximizing positive and minimizing negative emotional benefits than financial services brands who, let’s face it, have traditionally been content to focus on functional benefits (e.g. low fees). But investors, competition, and the market are changing, and more, financial service brands are realizing the complex consumer psychology behind brand engagement. Take a look at the powerful consumer-centric messaging from Prudential. It’s important to note that benefits have varying levels of relative importance within different industries, but emotions indeed matter to financial brand customers. They matter a lot!

Importance of Emotional Benefits Financial Services Blog Feb 2020

The truth is, the financial services industry, and investment firms in particular, have done quite a bit in recent years to personalize offerings and humanize their brands through advertising and target-specific messaging, whether they are primarily DIY focused or advisor reliant.  At the same time, social media has been plagued by bad PR and concerns over the negative impact on users.

Blog Feb 2020 Emotional Benefits Financial Services Industry Comparison

In addition to feeling good, consumers want to enhance their self-image, pride, and self-esteem through the brands they choose. Financial services firms perform better in delivering benefits related to overall identity - personal identity, tribal appeal, relatability--where social media brands perform relatively poorly. Lastly, financial services brands significantly outperform social media on delivering important functional benefits: goals, expectations, time, and money.    

If you want to build your brand, keep your customers loyal, and achieve greatness within your industry, you can’t rely on potentially outdated measures like NPS (what is that score really telling you anyway?). Instead, measure the elements that truly drive the behaviors that matter.  And in 2020, stop watching cat videos and log onto your investment firm’s website.  Check your investments, try some tools, make a few trades and then bask in those positive emotions, feelings of belonging, and sense of accomplishment. It’s going to be a good year.


Lori VellucciLori Vellucci, VP, Financial Services Practice Leader.

Follow CMB on FacebookLinkedIn, and Twitter for the latest news and updates.

Topics: financial services research, emotional measurement, BrandFx