Emotion Mining Martec in Brief

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Emotion Mining™What Really Moves Us?

The Martec Group, Inc. Confidential

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The Martec Group, Inc. Confidential2

30% Conscious

Current tools identify 30% of the motivations that influence our decisions, leaving 70% of the emotional motivations unidentified and untapped.

THE PROBLEM

70% Subconscious

CONVENTIONAL RESEARCH METHODS

NEXT GENERATION, SCALABLE RESEARCH

“I sense it, but cannot articulate what

matters most to me”

Examples:Price, feature and new

Examples:Passion, aspiration and priority

“I think it, and can articulate my reasons”


THE CHALLENGE

Conscious cognitive biases impair our ability to objectively evaluateinformation and make effective decisions.

Customer

Partner

Congress

Executive

Manager

Individual

How can we best identify what truly unites us if it cannot be articulated verbally?


THE SOLUTION

A “Truth” Detector: Emotion Mining™ reliably captures, analyzes and prioritizes both conscious and subconscious motivators.

Helping individuals, teams, organizations and brands achieve greater differentiation to drive deeper engagement and deliver competitive advantage.

Access knowledgebase to conduct analysis across

many facets of the business to guide strategic, tactical

and creative decision making.

Proprietary Knowledgebase

Rich perceptions, experiences, motivations

and behaviors differentiate how to cue and elicit emotional responses.

Content & Image Insights

Deliverables focus on prioritizing customer

motivations that unlock their passions and aspirations. This

helps clients better achieve their goals and objectives.

Implications & Recommendations

Comprehensive view of conscious and subconscious

emotional responses; prioritized by highest

motivational potential.

Emotion LandscapeTM


DEEPER INSIGHTS

Emotion Mining™ identifies and prioritizes conscious and subconscious motivations with certainty.

… a few of the questions we can help you answer include:Innovation• New product development• Service optimization

Marketing• Concept testing• Brand equity / identity assessment• Competitive positioning / messaging• Advertising development

Insights• Trend spotting• Unmet needs• Customer satisfaction• Customer experience • Thought leadership development

Institutional Design• Process and procedure audit• Sales competency• Cultural assessment• Team building

Ap

plic

atio

ns

Which option best with customers?

Which is the best ?

How do our customers truly about _____?

Why isn’t this ?

How did the work?

What is the ?


THE PROCESS

• :

1. Draw a freeform line expressing how THE BRAND makes you feel.

hopeful

confident

expecting

challenged

afraid

peaceful

tricky?

3. Match your unrecognized feeling with a more familiar word in the emotion tree.

pleasant unpleasant

outward inward

active passive

sublime basic

awkward

7. In this final step, disregard your topic. For each emotion, track the emotional intensity of each thought as you allow your mind to wander for 15 seconds.

hopeful thought

not hopeful thought

tricky?

Projection: Respondents project inner feelings onto an ambiguous stimulus.

Free Association: Respondents explain each emotion by what first comes to mind about the topic.

Resulting Data: Comprehensive story of personal values, rational benefits and social considerations captured into knowledgebase and run through proprietary algorithms.

Clarification: Prioritization and implications of subconscious motivations.

This scalable, cloud-based solution utilizes web-based data collection to afford the ability to drill down into individual verbatim responses.

8. Discover your subconscious heart of the matter.

your subconscious truths

your conscious views

your cluttered thinking

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OUTCOME: THE EMOTION LANDSCAPE™

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How does BUYING INSURANCE make you feel?

The Emotion Landscape™ quantifies and prioritizes the emotions with the highest motivational potential, giving clients a new language and blueprint

for communicating both internally and externally.

UNPLEASANT

Threat Opportunity

StrengthWeakness

% T

ota

l Cla

rifi

ed

Inte

nsi

ty

Maximize resources Wasted resources

SUBCONSCIOUS

CONSCIOUS

Inw

ard

Ou

tward

PLEASANT


Expertise / Interpretation

WHY EMOTION MINING™?

Emotion Mining™ is the most effective and efficient tool available for emotion-based research.

• Emotion Mining™ communication and research system is a patented, neuroscience configured, marketvalidated, quantitative process that identifies the most actionable emotions

• Emotion Mining™ is easier to administer than other qualitative methodologies – the process is computerbased and can be completed at any time the respondent chooses

• Emotion Mining™ is driven by a linguistic algorithm and does not require professional interpretation to deriveactionable recommendations – predictions and rich verbatim explanations support strategic decision making

fMRI Biometric Reaction TimeSmall samples Small samples Small samples

Emotional Research

Physiological Measurements(correlation)

Psychological Techniques(causation)

Faces Images Emotion Mining™Small or large samples Small samples Small samples


MARKET RESEARCH METHODOLOGY COMPARISON

Research MethodSurvey/

PollStructuredInterview

Focus Group

Emotion Mining

Conscious Emotions Prioritized

Conventional market research methods capture conscious emotions only through self-report.

Subconscious Emotions Prioritized

EMCI’s patented technology reliably captures, analyzes and prioritizes conscious and subconscious emotions to identify the emotions that most strongly engage, motivate and inspire.

Qualitative Respondent Verbatim

The EMCI process lets respondents choose their own words to describe how they feel, mapped to emotional dimensions. Discovery enables the ability to drill down each layer to read verbatim comments from group to n=1. Verbatim is prioritized on the motivational strength of emotional responses.

Open-ended questions for quantitative results

The EMCI methodology supports open-ended questions and quantifies each response by calculating the statistical relevance of each emotional response and prioritizes the highest motivational potential.

Quantitative Results & Actionable insights

The EMCI database and algorithms support multiple (related) quantitative and qualitative analyses. The insights provide direction to achieve best decision and action outcomes.

Unbiased Approach

The unique EMC methodology eliminates technical, interviewer and respondent bias found in other research approaches. Instead of self-report, respondents are enabled to project freeform, spontaneous expressions.

Number of respondents Unlimited 10-305 - 10 per

groupUnlimited

EMC’s web-based data collection enables scalable applications n=x. The only requirement is an email address to send out the online survey.

Timeframe in weeks*The EMCI technology automates data analysis. Study outputs, insights and recommendations are typically generated within 1 week.

6-12 6-12 10-12 2-3

= 0% effective = 25% effective = 50% effective = 75% effective = 100% effective

*Timeframe includes: create questions, conduct the study, analyze the results and report on the results.


CUSTOMERS

FINANCIAL/INSURANCEMANUFACTURING

HEALTHCARE ACADEMIC

SERV

ICES /M

ISCELLA

NEO

US

CP

G

This product has been proven effective in B2B and B2C organizations across myriad industries.


CASE STUDY: COCA-COLA

Helping Coca-Cola® Regain Share Through Effective Advertising

Problem

Coke sought to win over a younger demographic while stopping market share slippage towater and juice.

Study

180 Coke Enthusiasts:

• ‘How does Coke make you feel?’

• ‘How does this soundtrack make you feel?’

• ‘How does this storyboard make you feel?’

200 Pepsi / Dr. Pepper Enthusiasts:

• ‘How does Pepsi make you feel?’

• ‘How does Dr. Pepper make you feel?’

Results

The research showed that Coke’s current advertising strategy was, in fact, servicingcompetitor brand equity. As a result, Coke created its classic Polar Bear commercials byaligning its creative based on Emotion Mining™ data.

Impact

• Increased persuasion scores (relevance, appeal, likeability, entertainment)

• 1% lift in market share

• $130MM increase in revenue


CASE STUDY: AMERICAN EXPRESS

Helping American Express® Reduce Turnover and Increase Competency

Problem

With a high turnover rate, American Express was losing $50MM per year in trainingand development costs.

The professionalism of its financial planners and salespeople was being questioned.

Study

360 Clients and Prospects:

• ‘How does the American Express financial planning process make you feel?’

240 Financial Planners and Salespeople:

• ‘How does selling American Express products and services make you feel?’

Results

The financial planning process was 70% unpleasant for both customers andsalespeople.

Financial planners and salespeople had varying degrees of emotional competency,but were being discouraged in a flawed process.

Impact

• American Express invested millions in a emotional competency trainingprogram for financial planners and salespeople, yielding a 15% salesincrease and reducing turnover

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EMOTION MINING™ SUMMARY

Emotion Mining™

Create. Collect. Analyze. Report. Recommend.

Emotion Mining™ is a web-based tool used to identifysubconscious motivators that are below the “stated” surface.

• Help to predict buying behaviors, providing an emotionalwindow into customer decision making

• Helps clients know both what to say and what to stayaway from and why

Emotion Mining™ helps to fully identify issues that are creatingrelationship damage to customers, channel partners and/ orassociates.

• Properly identifies both emotional and rationalconnections

Emotion Mining™ provides unique access to human emotionaltruths and plugs into traditional research analyses, including:

• Needs and opportunity assessments; innovation/product development efforts; brand assessments;advertising audits; customer service optimization;customer loyalty analyses; etc…

Further, Emotion Mining™ generates new researchperspectives:

• Emotional landscape/SWOT analysis; emotionalsegmentation: total customer connection analysis: etc…


Contacts

Thank you for this opportunity.

Chuck BeanPartner – Detroit Office

[email protected]

martecgroup.com

Asia - Shanghai121 Yanping RoadSanhe Plaza 7DShanghai 200042China +86 (21) 6246-2121

EuropeBerliner Strasse 21963067Offenbach/MainGermany+ 49 69 80903 60

Detroit27777 Franklin RoadSuite 1600Southfield, Michigan 48034248.327.8000

Chicago105 West Adams StSuite 2900Chicago, Illinois 60603312.606.9690

Product Intelligence Market Intelligence Competitive IntelligenceCustomer Intelligence

We look forward to working with you to create customized solutions that will help guide your future business success.

Market Intelligence Product Intelligence Customer IntelligenceCompetitor Intelligence

We are confident in our ability to add value to your strategic business planning efforts through our custom market research and analysis.

Thank you for this opportunity.


Emotion Mining Martec in Brief

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