Beyond research: the case for intuitive response and CRM feedback

Emmanuel Verhagen and Philip de Wulf

This paper discusses what emotions are really, and how we can structure these emotions before assessing how we can actually measure them.

Beyond research: the case for intuitive response and CRM feedback

Emmanuel VerhagenPsilogy, and faculty member of Vlekho (Flemish Business School), Belgium

Philip de WulfPsilogy, Belgium

INTRODUCTION

Studies have shown time and again that verbal cognition and response appeals mainly to the ratio of the human being. Communication as such is a complex system in which the non-verbal components play a crucial role to decode messages and react in accordance.

Current market research is still mainly focused on collecting information through cognition (demographics, usage, attitudes, likeability) triggering the (post-) rationalization reflexes of the respondent. We recognize that for a...

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