Getting animated about emotion – the new frontier
David PennConquest Research, United Kingdom
LOOKING FOR EMOTIONAL ENGAGEMENT
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...