Getting animated about emotion – the new frontier

This paper describes a new a brand new approach to measuring emotion, called Metaphorix™. Using Web 2.0, Metaphorix™ brings metaphors to life though animated visuals, into which the respondent projects himself through a self-selected avatar.

Getting animated about emotion – the new frontier

David PennConquest Research, United Kingdom


The Story so far

We've been getting quite animated about emotional engagement for some years now, but we still cannot agree on how to measure it. What almost everyone does agree on, however, is that conventional quantitative research methods – with their emphasis on conscious, cognitive and rational response – fall short when it comes to measuring emotion.

Gerald Zaltman (2003) suggests that marketing researchers put so much emphasis on the cognitive and rational because it is easier to think about the...

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