This article will briefly explore how technology-enabled market research is being used and to what extent it can be applied to market research in the future.
Neuroscience has been used in market research for quite a long time. Typical examples include measuring brain activity, eye movement, and irritation analysis.
Case 1: EEG(Electro-encephalography): A method to record electrical activity of the brain, measuring consumer reactions such as excitement or frustration to a particular stimulus. It is used in innovation research such as new product launch, concept ideation, and idea development.
|Diagram 1: Brain response pattern to a stimulus|
The above response pattern can be applied to general market research. Shorter response time for a given stimulus (question) indicates that the stimulus is accepted as highly intuitive. This shows that those that achieved a faster response are more intuitively appealing to consumers than those with just a high response rate.
Ex) Neuroscience analysis based on response time
The quadrant graph below shows that the ‘new' and 'protective/caring' images as well as the ‘kind/loving,’ ‘comfortable,’ and ‘gentle’ images are all well-delivered to consumers. However, there exists a difference between these images in terms of how intuitive they are. Late consumer response indicates the need for rational judgement, which proves less effective in an environment full of stimulus that requires instant and intuitive message delivery. This emphasizes the importance of understanding the level of intuitive association, rather than just reaching a conclusion only based on consumer responses.
Artificial intelligence is being used today in a variety of fields: artificial intelligence speakers, translation, human emotion recognition, linkage between visual images with emotional codes and even creations. Among AI applications, a technology that decodes human expression (and changes in the facial expression) has already been commercialized.
Ex) Decoding various human expressions
Ex 2) Can emotions regarding an image or a symbol be decoded?
To establish a strong brand image, companies create “brand emotion” using various symbols including logo, color, visual, etc. What kind of emotions do these visuals or symbols arouse?
Decoding emotion is about decoding human nature. The following diagram shows a tool to interpret various visual images based on Carl Jung’s analysis on psychological archetype:
Human language and thoughts are not perfect. However, this technology-enabled approach, created to overcome limitations of past research methods, will lead to an establishment of insightful and inspirational communication strategies based on a discovery of consumers’ true purchase driver.
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