GfK HealthCare has introduced the EMO Sensor, a research tool that is capable of measuring a brand’s emotional intensity and loading.
The EMO sensor, along with a set of labeled pictures, can evaluate 22 emotions generated as a reaction to various touch points of a manufacturer’s advertising or brand communication.
The EMO Sensor was developed by marketing scientists from the Germany-based University of Saarland in collaboration with GfK brand and communication methodologists and experts who identified the appropriate, main marketing-related emotions. The EMO Sensor has been an effective tool in consumer research applications such as advertisement testing and tracking.
The EMO Sensor can find answers to several questions pertaining to the emotions of a brand, advertisement, company or its competitor elicits; the emotions stimulating a brand impression and those which relate to potential prescribing intent. The results enable marketing agencies to refine or adapt strategies.
The EMO Sensor can be used worldwide and also comes in a version targeted for the Asian markets.
Source: http://www.gfk.com/