Capturing affective experiences using the SMS Experience Sampling (SMS-ES) method
Lynda Andrews, Rebekah Russell Bennett and Judy Drennan
Introduction
Market researchers and academia are increasingly interested in capturing consumers’ affective experiences with products and services in everyday situations as they occur and, in some instances, over a period of time. Having access to this experiential data enhances strategic decision-making for practitioners and their clients, as well as providing an improved understanding of consumer behaviour (Medeiros & Blades 2008). But how can researchers collect such data in a methodologically appropriate and cost-effective way? One method is the...