Using emotions in online brand communications research

Advertising research is still largely based on measuring message transmission and information processing, even though these are not the main ways the brain processes communications.

Using emotions in online brand communications research

Chris Forrest and David Alterman

Do you ever click on those pop-up survey boxes or respond to emailed survey invites? Perhaps curiosity has led you to register with some online panels?

Disappointing, isn't it?

Most of the time the experience of participating in quantitative research is a painful mixture of tedium and frustration which gradually saps your will to go on.

The reason surveys ask questions that don't reflect how you relate to brands and are hard to answer is that quantitative market research is at the front line in a...

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