ESOMAR Summer Academy 2013 Workshop : Making Sense of Emotions

February 14, 2013

by Added Value

The importance of emotions in building strong relationships between brands and consumers is well-documented (and has already been explored in the popular ESOMAR “Measuring Emotions” workshop presented by Mark Whiting). But nowadays, it’s not enough simply to tell an impactful story with words alone…

Marketers are increasingly finding that the most powerful emotions are those that are anchored in multiple senses – creating an engaging experience means knowing how to tell a story that uses colors, aromas, sounds and sensations as part of a multifaceted and multi-layered narrative. That’s why we’re seeing such a boom in experiential marketing (from the use of branded spaces and pop-up stores to live events, music concerts and aroma marketing, to name just a few…). Sensorial experiences are essential for brands that want to connect more deeply with consumers.

But is our current market research toolbox fit for purpose when we’re asked to evaluate the impact of emotional marketing? What are the challenges that our industry can help marketers, designers and creatives overcome? And how can we, as researchers, integrate multi-sensorial techniques to measure emotional impact and communicate more effectively?

Mark Whiting and Sandrine McClure, both Directors at Added Value, will lead a full day workshop at the ESOMAR Summer Academy 2013 taking place in Amsterdam, on June 12th, that will summarize the role of each of the five senses in building emotional connections, through interviews with experts in each field, e.g.:

  • the use of color and form as a communication medium,
  • the use of sound to inject tonality into communication,
  • the use of smell as a stimulus to memory,
  • the importance of texture in signaling brand values,
  • and the use of taste, beyond traditional applications, to tell more powerful stories

Our experts will also explain the challenges (and frustrations) they face in isolating and measuring the intrinsic emotional impact of each sense.

The workshop will also, for each sense, show how leading researchers in their fields are using innovative approaches to measure and explore the impact of each sense in building emotional connections.

About the workshop leaders

Mark Whiting is a frequent conference speaker and involved with ESOMAR. He is an expert in luxury and brand strategy development, innovation and creativity based on cultural insights. He headed the Global Research team at Moët Hennessy (LVMH) before joining Added Value in 2010 as a Director.

Sandrine McClure is involved with ESOMAR. She received the “Best Paper” award in 2002 and chaired the ESOMAR Qualitative Conference Committee in 2011. She joined Added Value in 2012 as a Director.

To register for this workshop click here.

Image source: ESOMAR

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