Implicit emotion research
Deciphering the invisible language of our bodies
Emotions simultaneously influence blood pressure, make us sweat and (almost imperceptibly) alter our facial expressions, along with many other physiological processes. They bring about typical reaction patterns. To really understand the body language of emotions, one has to recognise and decipher its specific patterns. We use mobile bio recorders to measure up to 20 different psychophysiological responses in parallel, and apply multivariate statistical procedures for identifying patterns.
Drawing on years of scientific research, we identify the emotional performance of your brand, your communication, or selected one-off measures based on seven key performance indicators (KPIs): trust, liking, attraction, closeness, relevance, scepticism and stress. We are then left with objective results that can be put to direct use in companies and agencies.
Overcoming inner conflicts and creating psychological added value
Our depth-psychological analyses decipher the psychological story behind the measurable emotional responses. They aim to bring consumers’ typical inner conflicts to the surface. We can tell how well the brand or marketing communications manage to bridge the differences between our instinctual, fast-paced core – the ME – and our outer, socialised and slower-paced user interface – the I.
In this way the depth-psychological analysis provides us with a substantial understanding of inner consumer conflicts and stories. Advertisers can then utilise people’s typical strategies for overcoming conflicts to develop problem-solving corridors without compromising their creativity. Our method can enrich the creation of TV commercials ex post facto or in the briefing phase.