ZenStorming

Where Science Meets Muse

Novel Tool for Measuring Emotional Response to Products – PrEmo

Posted by Plish on December 5, 2010

Companies put extreme effort into making sure their products are built according to specifications in repeatable, cost-effective processes.   For many, quality is seen almost exclusively through the lenses of assuring or controlling quality, Six Sigma,  Lean Manufacturing and the like.  In other words, improving quality means minimizing scrap or complaints due to product failures.

The problem is that none of these quality measures actually look at intangibles of quality, that je ne sais quoi tied into the emotional responses of the people purchasing or using the product.  Instead, these intangibles are indirectly (and many times incorrectly!) measured through metrics like increasing sales, i.e. if the products are selling, people must be happy with them and love them! 

In reality, however, good sales of a product may not have anything to do with people being excited about a product.  Instead, people may buy because of  how easily something can be purchased, or simply because of the lack of other offerings.   We’ve all had the experience of buying something that really wasn’t the preferred product simply because it was more readily available at a closer store.  In fact, since we are creatures of habit, we may even repurchase that very same item the next time our ‘habit cycle’ comes around! Does that mean I like that product? 

Of course not! It means I can live with it, and in the increasingly competitive world of  product offerings, successful companies shouldn’t, and in some cases can’t, rely on their products being ‘good enough’ to live with.  What are needed are products that elicit powerful emotions in people – those emotions that make people want to buy something even if it means driving 2 hours and waiting in line for 10 hours to buy it.

How do we know if a product elicits this response?  We measure the emotional response

How?

Pieter Desmet, Ph.D.,  has done some excellent work in  finding ways of objectively and effectively measuring emotional responses.  To that end, I strongly suggest you read his paper entitled, ‘Measuring Emotions.’  It’s an easy but informative read about the development of his emotional response measurement tool called,  PrEmo.  

PrEmo is based on the premise that people are more able to effectively articulate their emotions through recognizing those same  emotions as conveyed in the facial/body expressions/vocal tones of others, than they are able to describe what it is they are feeling.   To facilitate this process, PrEmo consists of animated cartoon characters depicting 12 emotions (it used to be 14) on a screen.  Also on the screen is a picture of the product that’s being evaluated (though this product could be held in someone’s hands or experienced another way).  The person then clicks on each cartooned emotion, noting the extent he or she feels that particular emotion.  The data is compiled at the end and voila! Emotional responses have been measured and comparisons between populations and products can be made. The tool is easy to use and is even described as fun by some people.

 SusaGroup, in conjunction with the Delft University of Technology, built the system into a reasonably priced  commercial product.  If you contact them they will even oblige you with a demo so you can experience the tool for yourself.   

I think you’ll find that, like me,  PrEmo will have a place in your research toolbox, because product quality isn’t just about specifications and manufacturing processes – it’s also about the experiences people have when they interact with your product; it’s about designing products that elicit emotional bonds.

The importance of this emotional response can’t be overstated, because when the experience of a product is memorable in a positive way, you’ll find that people are often more than willing to overlook certain ‘quality’ issues.

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2 Responses to “Novel Tool for Measuring Emotional Response to Products – PrEmo”

  1. […] This post was mentioned on Twitter by Michael Plishka, Innovation Junkies. Innovation Junkies said: #howto #innovate: Novel Tool for Measuring Emotional Response to Products – PrEmo http://om.ly/BFEOn […]

  2. […] the past I’ve blogged about PrEmo, a way of measuring emotions by utilizing the natural human capacity to notice emotions in […]

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