Coming to terms with emotion

This paper addresses the question of how to capture emotions in qualitative research. The authors present a new method on how to tackle emotions, using the 'Emoti*Scape' tool which is based on a list of emoticons (i.e.

Coming to terms with emotions

Ute Rademacher and Kay-Volker KoschelIpsos Qualitative, Germany

INTRODUCTION

Qualitative research often claims to also gather – besides rational and functional business aspects – the more emotional side of the coin: feelings, moods and emotions that are related to (consumer) perception, decision making processes and (consumer) behaviour. Since a 'renaissance of emotions' can be noticed in marketing, advertising and market research, this potential strongly contributes to the success of qualitative research within the last couple of years. Therefore, 'intelligent ways of addressing business needs' (ESOMAR Overview) require an intelligent way of investigating emotions....

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