Emotional experience research
The experience you have with a brand, service or a contact, greatly influences your future behavior. Experience is formed in our subconscious intuitive brain. It is how the brand, service or contact is perceived. Functional aspects play a role in this, but certainly emotional ones as well. Indeed, emotion appears to be the determining factor for the choices we make in the future. But emotion is also the great unknown: most organizations focus only on the functional aspects of their product or service. This is why Forum developed implicit perception research. With this, we quantify emotions and the (un)fulfilled needs that drive the creation of those emotions. The aim is to get to know the person behind your target group and gain insight into the intuitive brain of customers.
How do we approach it?
With emotional experience research, we find out what impression your service, product or brand has made on your customer's subconscious intuitive brain. What memory has stuck? What emotion is associated with it? And what aspects determine that emotion? If we were to ask directly (explicitly) about these things, we wouldn't get the right answer. This is because, in research, we need to trigger the unconscious brain. We therefore listen openly to our customers in our research. With text analysis, we then categorize the answers: the emotion and the source of this emotion. This gives you quantitive insights of the emotional experience.
What is the difference?
Have you ever wondered why it is that what people say in research is different from what they do in practice? This is how it works: you answer traditional satisfaction or NPS questions from your cognitive brain (conscious thought). You give a grade and then provide logical reasoning for why you gave that grade. However, people make the vast majority of choices based on intuition (emotion). And you miss that part completely if you only measure NPS or satisfaction. With our emotional experience survey, you measure both intuition and cognition. That gives you, as a client, a more complete picture of the factors that determine your customers' behavior. This provides better management information and more guidance over the behavior of your clients.
What can I use it for?
What's unique in the design of our customer experience research is that you can seamlessly deploy it anywhere you currently perform continuous-customer-feedback measurements, satisfaction surveys or NPS measurements. Our implicit customer experience research adds a wealth of information. In other words, you get everything you had, plus much more. In this way you have the information that gives you more control over your customers' choices and behavior. So know what moves people! We conduct implicit customer experience research in B2C and B2B and in profit and not-for-profit markets. In addition, also among employees, stakeholders and residents, in short, among people.
Success Stories
We are currently applying experience research to the following clients, among others:
"Forum opens a world to new options. Hand in hand we learn what we can do with the living experience survey for our residents. What I like is the equality in the conversations, the professionalism when it comes to advice, that they think in possibilities and that they are not shy to propose and explore new options."
