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....