• Skip to main content
  • Skip to primary sidebar
  • Skip to footer
QuestionPro

QuestionPro

questionpro logo
  • Products
    survey software iconSurvey softwareEasy to use and accessible for everyone. Design, send and analyze online surveys.research edition iconResearch SuiteA suite of enterprise-grade research tools for market research professionals.CX iconCustomer ExperienceExperiences change the world. Deliver the best with our CX management software.WF iconEmployee ExperienceCreate the best employee experience and act on real-time data from end to end.
  • Solutions
    IndustriesGamingAutomotiveSports and eventsEducationGovernment
    Travel & HospitalityFinancial ServicesHealthcareCannabisTechnology
    Use CaseAskWhyCommunitiesAudienceContactless surveysMobile
    LivePollsMember ExperienceGDPRPositive People Science360 Feedback Surveys
  • Resources
    BlogeBooksSurvey TemplatesCase StudiesTrainingHelp center
  • Features
  • Pricing
Language
  • English
  • Español (Spanish)
  • Português (Portuguese (Brazil))
  • Nederlands (Dutch)
  • العربية (Arabic)
  • Français (French)
  • Italiano (Italian)
  • 日本語 (Japanese)
  • Türkçe (Turkish)
  • Svenska (Swedish)
  • Hebrew IL (Hebrew)
  • ไทย (Thai)
  • Deutsch (German)
  • Portuguese de Portugal (Portuguese (Portugal))
Call Us
+1 800 531 0228 +1 (647) 956-1242 +52 999 402 4079 +49 301 663 5782 +44 20 3650 3166 +81-3-6869-1954 +61 2 8074 5080 +971 529 852 540
Log In Log In
SIGN UP FREE

Home QuestionPro QuestionPro Products

Emotional Research Is Here

Emotional intelligence, not to be confused with IQ or being emotional, is the capability of individuals to use emotional information to guide thinking and behavior. Interestingly enough, emotions are a huge driver for consumer decision-making. Successful brands are conducting Emotional Market Research to identify emotional values in order to position themselves against competitors and increase authenticity in their storytelling.

Select your respondents

The future of business will be based on having a strong emotional connection with the consumer. Brands that adapt their research agendas to gain a better understanding of the role that emotions play have a powerful advantage.

Examples of Emotional Market Research

WebCams:

Three years ago, there were a handful of Research Firms that specialized or even scratched the surface of emotional research. Companies like Affectiva and RealEyes were the two dominant players in the space. Today, Emotional Research is one of the top 5 emerging research methods, according to the latest Greenbook Industry Report. These tests are fairly easy to implement by using webcams. Typically remote panels of users view ads or products in their homes or offices, then the camera detects facial expressions and then provide what is called “emotional analytics.” In essence, the technology unearths the authentic feelings of individuals in real-time and intensity-level.

Eye-tracking technology: Ranked ninth on the list of emerging methods and becoming widely adopted by many research firms, this technology records conversation alongside an automated system analyzing eye movement. From a selling standpoint, eye-tracking software deciphers a potential customer’s preferences in regard to web page layout, brand placement, or even the product itself. Some studies have eye-tracking technology correctly identifying the honesty levels of subjects at an 83% accuracy level.

In a way, eye-tracking technology is a form of an online survey, albeit in a different language, it’s able to measure the intimate tastes of respondents.  In fact, online surveys and eye-tracking technology could be a marriage made in marketing heaven, as their union truly focuses on a key issue in any manner of research sampling: honesty.

Neuromarketing: Many assume that Big Data is just a big pile of data collected for quantitative research. Scientific research disagrees with this assumption, at least the one conducted by the Applied Neuromarketing Consortium at Northwestern University. One of its chief researchers, Dr. Martin Block, explains how neuromarketing works:

Using big data, transaction data, and social data—along with conscious and unconscious-mind shopping behavior data—to present a new single view of how marketers may be able to influence behaviors.

Ultimately, the goal is to develop novel marketing models to integrate the best from big data analytics as well as influence, based on how brain stimuli relate to perception, memory, and decision-making. Big data may provide information on “what” people did, but Neuromarketing explains the “why” they did it according to swaying stimuli.

There are other, smaller examples, such as utilizing GPS technology to record the actual movement of shoppers instead of relying on their memories later on in a study.

QuestionPro has added a number of innovative tools to the mix as well, including “Live Discussions”, which harnesses feedback, using a custom, real-time, qualitative platform to probe deeper into a respondent’s mind. Conversational Form, which is currently in beta, combines Artificial Intelligence and innovative techniques to humanize the survey experience in a chat-like conversation, which in turn, captures better user responses.

Select your respondents

While there is still a lot of work to be done when it comes to emotional research, the technologies are still developing and methodologies are being perfected. However, the subconscious resistance to emotional research remains. Not embracing this form of research, however, could negatively affect customer experience, resulting in a huge impact on overall business revenue.

SHARE THIS ARTICLE:

About the author
Rudly Raphael
Rudly has more than 15 years of experience in the market research industry, implementing primary and secondary research for a number of high profile clients. He's a frequent blogger and has published a number of articles in various online journals, magazines, and other publications.
View all posts by Rudly Raphael

Primary Sidebar

Unlock the Power of Research with QuestionPro Audience

Gain insights from more than 22 million high-quality respondents around the globe

Get a Free Quote Now!

RELATED ARTICLES

HubSpot - QuestionPro Integration

Change Management: What It Is & How to Understand It

Sep 30,2024

HubSpot - QuestionPro Integration

Customer Experience in Insurance: Importance + Examples

Aug 29,2023

HubSpot - QuestionPro Integration

Affective State: Types, Applications & Impact in Research

Dec 23,2024

BROWSE BY CATEGORY

  • Academic
  • Academic Research
  • Artificial Intelligence
  • Assessments
  • Audience
  • Brand Awareness
  • Business
  • Case Studies
  • Communities
  • Consumer Insights
  • Customer effort score
  • Customer Engagement
  • Customer Experience
  • Customer Loyalty
  • Customer Research
  • Customer Satisfaction
  • CX
  • Employee Benefits
  • Employee Engagement
  • Employee Engagement
  • Employee Retention
  • Enterprise
  • Events
  • Forms
  • Friday Five
  • General Data Protection Regulation
  • Guest Post
  • Insights Hub
  • Life@QuestionPro
  • LivePolls
  • Market Research
  • Marketing
  • Mobile
  • Mobile App
  • Mobile diaries
  • Mobile Surveys
  • New Features
  • non-profit
  • NPS
  • Online Communities
  • Polls
  • Question Types
  • Questionnaire
  • QuestionPro
  • QuestionPro Products
  • Release Notes
  • Research Tools and Apps
  • Revenue at Risk
  • Startups
  • Survey Templates
  • Surveys
  • Tech News
  • Tips
  • Training
  • Training Tips
  • Trending
  • Tuesday CX Thoughts (TCXT)
  • Uncategorized
  • VOC
  • Webinar
  • Webinars
  • What’s Coming Up
  • Workforce
  • Workforce Intelligence

Footer

MORE LIKE THIS

synthetic-customer

What is a Synthetic Customer? Usage & Benefits

Jun 11, 2025

wyndham-worldwide-corp-nps-2025

Wyndham Worldwide Corp NPS & Hospitality in 2025

Jun 10, 2025

synthetic-identity

Synthetic Identity: How it Works, Uses & Prevents Fraud

Jun 9, 2025

marriott-nps-2025

Marriott NPS & Guest Satisfaction Trends 2025

Jun 6, 2025

Other categories

  • Academic
  • Academic Research
  • Artificial Intelligence
  • Assessments
  • Audience
  • Brand Awareness
  • Business
  • Case Studies
  • Communities
  • Consumer Insights
  • Customer effort score
  • Customer Engagement
  • Customer Experience
  • Customer Loyalty
  • Customer Research
  • Customer Satisfaction
  • CX
  • Employee Benefits
  • Employee Engagement
  • Employee Engagement
  • Employee Retention
  • Enterprise
  • Events
  • Forms
  • Friday Five
  • General Data Protection Regulation
  • Guest Post
  • Insights Hub
  • Life@QuestionPro
  • LivePolls
  • Market Research
  • Marketing
  • Mobile
  • Mobile App
  • Mobile diaries
  • Mobile Surveys
  • New Features
  • non-profit
  • NPS
  • Online Communities
  • Polls
  • Question Types
  • Questionnaire
  • QuestionPro
  • QuestionPro Products
  • Release Notes
  • Research Tools and Apps
  • Revenue at Risk
  • Startups
  • Survey Templates
  • Surveys
  • Tech News
  • Tips
  • Training
  • Training Tips
  • Trending
  • Tuesday CX Thoughts (TCXT)
  • Uncategorized
  • VOC
  • Webinar
  • Webinars
  • What’s Coming Up
  • Workforce
  • Workforce Intelligence

questionpro-logo-nw
Help center Live Chat SIGN UP FREE
  • Sample questions
  • Sample reports
  • Survey logic
  • Branding
  • Integrations
  • Professional services
  • Security
  • Survey Software
  • Customer Experience
  • Workforce
  • Communities
  • Audience
  • Polls Explore the QuestionPro Poll Software - The World's leading Online Poll Maker & Creator. Create online polls, distribute them using email and multiple other options and start analyzing poll results.
  • Research Edition
  • LivePolls
  • InsightsHub
  • Blog
  • Articles
  • eBooks
  • Survey Templates
  • Case Studies
  • Training
  • Webinars
  • All Plans
  • Nonprofit
  • Academic
  • Qualtrics Alternative Explore the list of features that QuestionPro has compared to Qualtrics and learn how you can get more, for less.
  • SurveyMonkey Alternative
  • VisionCritical Alternative
  • Medallia Alternative
  • Likert Scale Complete Likert Scale Questions, Examples and Surveys for 5, 7 and 9 point scales. Learn everything about Likert Scale with corresponding example for each question and survey demonstrations.
  • Conjoint Analysis
  • Net Promoter Score (NPS) Learn everything about Net Promoter Score (NPS) and the Net Promoter Question. Get a clear view on the universal Net Promoter Score Formula, how to undertake Net Promoter Score Calculation followed by a simple Net Promoter Score Example.
  • Offline Surveys
  • Customer Satisfaction Surveys
  • Employee Survey Software Employee survey software & tool to create, send and analyze employee surveys. Get real-time analysis for employee satisfaction, engagement, work culture and map your employee experience from onboarding to exit!
  • Market Research Survey Software Real-time, automated and advanced market research survey software & tool to create surveys, collect data and analyze results for actionable market insights.
  • GDPR & EU Compliance
  • Employee Experience
  • Customer Journey
  • Synthetic Data
  • About us
  • Executive Team
  • In the news
  • Testimonials
  • Advisory Board
  • Careers
  • Brand
  • Media Kit
  • Contact Us

QuestionPro in your language

  • English
  • Español (Spanish)
  • Português (Portuguese (Brazil))
  • Nederlands (Dutch)
  • العربية (Arabic)
  • Français (French)
  • Italiano (Italian)
  • 日本語 (Japanese)
  • Türkçe (Turkish)
  • Svenska (Swedish)
  • Hebrew IL (Hebrew)
  • ไทย (Thai)
  • Deutsch (German)
  • Portuguese de Portugal (Portuguese (Portugal))

Awards & certificates

  • survey-leader-asia-leader-2023
  • survey-leader-asiapacific-leader-2023
  • survey-leader-enterprise-leader-2023
  • survey-leader-europe-leader-2023
  • survey-leader-latinamerica-leader-2023
  • survey-leader-leader-2023
  • survey-leader-middleeast-leader-2023
  • survey-leader-mid-market-leader-2023
  • survey-leader-small-business-leader-2023
  • survey-leader-unitedkingdom-leader-2023
  • survey-momentumleader-leader-2023
  • bbb-acredited
The Experience Journal

Find innovative ideas about Experience Management from the experts

  • © 2022 QuestionPro Survey Software | +1 (800) 531 0228
  • Sitemap
  • Privacy Statement
  • Terms of Use