Emotion Mining™What Really Moves Us?

C H I C A G O • D E T R O I T • F R A N K F U R T • S H A N G H A I • B E I J I N G

Epic discoveries run deep.

Martec relentlessly discovers and decodes market intelligence to unearth insights

that power strategic business decisions.

The sands were pristine above King Tut’s tomb.

The Martec Group

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Experienced – founded in 1984

Global – offices worldwide

Creative – customized “tool box” of proven methodologies

Invested - end-to-end engagement by veteran staff

Innovative - next gen research tools such as Emotion Mining™

Agile – rapid response and execution of research

Core Competencies

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Martec generates insights from five core intelligence perspectives…

Our Intelligence Solutions

Customer: Unrestricted voice of the customer reach – no matter who you need, even Fortune 500 executives, we’ll get them to the table.

Emotional: Uncovering what really matters to customers, the deeper, subconscious motivators and connections to your brand, product, etc.

Market: We uncover opportunities to swiftly enter, acquire or gain share of desirable markets and segments.

Competition: Expert CI analysts get to the difficult questions you cannot ask or find about your competitive space.

Product: Identifying needs, prioritizing benefits, testing concepts, tracking success and more.

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Understanding Emotions5

It’s More Than Buzz; It’s Science

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Emotions Drive Our Experiences

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The brain has two systems of thinking.◦ System 1: Fast, automatic, frequent, emotional,

stereotypic, subconscious

◦ System 2: Slow, effortful, infrequent, logical, calculating, conscious

Most customer experiences are System 1.◦ Experts say 95% of cognitive activity is subconscious

◦ Walking into a Starbucks, paying the premium for an Apple product

The Big Prize: Understanding EmotionsGreat CEOs empathize with customers◦ Steve Jobs, Howard Shultz, etc.

How can market research supplement CEO/Senior Management intuition? ◦ Can emotional insights be derived using quantitative

methods? ◦ Can such quantitative insights be relied upon? ◦ If so, what would be the value of such a solution?

◦ Invest in what customers love◦ Eliminate what they don’t

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Measuring Emotions9

Measuring Emotions – Current Methods

fMRI Biometric Reaction TimeSmall samples Small samples Small samples

Emotional Intelligence

Implications

Interpretation

Physiological Psychological

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

Emotion Mining™ is the most scalable tool

available

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Emotions Are Expressed With Words

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Emotion Mining™ discovers the emotions hidden in our words

◦ The Emotion Mining™ dictionary includes over 4,000 emotion words

◦ Utilizes web-based data collection and patented* algorithms

Starts with a Simple Topic

◦ “How does ______ make you feel?”

◦ Tons of options for how a <topic> makes you feel: brand, product feature, market trend, competitor, problem, etc.

*Patent #4,931,934 Method and System for Measuring Clarified Intensity of EmotionsPatent #8,562,355 System and Method for Guiding Next Step Adaptive Behavior

Turning Words into Metrics

Emotion Mining transforms qualitative free-form feedback into quantitative metrics that answer questions such as: ◦ Is BRAND A more pleasant to work with than BRAND B?

The emotion words recognized by the Emotion Mining™ dictionary are mapped to a specific emotion channel. ◦ For e.g., the dictionary maps “insightful” to the Worth channel and

“uncertain” to the Insecurity channel.

◦ Each channel represents a type of emotion, based on a combination of four channel properties.

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32 Emotional Channels – Each a Unique Combination of Four Channel Properties

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Enjoyment

OutwardPleasant

Interest Commitment Passion

Unpleasant Inward

Active

Passive Mild (Mundane < Common)

Intense (Extreme < Sublime)

“Community” Content

Identify topics that are being talked about online via social media, product review web-sites, customer feedback blogs, etc.

Existing Research

Content captured via existing research verbatims and transcripts (from previously executed focus groups, IDIs, surveys)

Cloud-Based Survey

Utilizes an online survey methodology and patented algorithms to uncover conscious and subconscious emotional connections to the topic

Our Suite of Products...Emotion Detecting Emotion MonitoringEmotion Mining™

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Research Supplement

Content captured via additional questions appended to current research projects (focus groups, IDIs, surveys)

Emotion Discovery

Emotion Mining Overview

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One Question:

How does __ make you feel?

Executed via an on-line survey module

Four Survey Exercises:• Identify 5 single words• One sentence explanation for

each word - “Why this word?”• Conscious intensity measured• Subconscious intensity measured

Word Mapping:Words are mapped to 32 emotion channels using our patented linguistic algorithms and emotion dictionary

Output: Standard and Customized Deliverables

Results Business People Can Digest

Subconscious intensity in gold

Conscious intensity in grey

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How does BUYING INSURANCE make you feel?

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articulate what matters most to me”

“I think it, and can articulate my reasons”

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Sample Deliverable

Understanding Your Most Valuable Customers, and Converting Your Least Valuable...

HostagesLess satisfied, but likely to purchase again. May be locked into a contract or feel that

no other viable alternatives exist.

LoyalistsHighly satisfied customers who are highly

likely to buy from you again.

Defectors

Not satisfied and have a low likelihood of repurchase; may have left, or be poised to

reduce/stop spending with you.

MercenariesSatisfied customers who are not highly

loyal (repurchase). More likely to be price sensitive and switch suppliers.

ApostlesExtremely loyal/repeat customers

with an emotional connection.

AntagonistsMost likely to inflict damage

via word of mouth, etc.

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Going Beyond Net Promoter Scores...

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Net Emotion Score

CLIENT is competitive in terms of Net Promoter Score (NPS), but is behind in terms of “net emotion score” (NES)

The gap between signals opportunity to transform highly satisfied into fully connected and further strengthen the customer relationship

◦ High spenders commit a higher share of wallet to brands with which they have emotional connections

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Firm A

Firm DFirm B

Firm C

Results19

Case Study - Messaging

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Problem: Coke losing Market Share to Pepsi…the younger generation

Solution:Coke was messaging emotions which consumers attributed to Pepsi, therefore Coke’s campaign was essentially selling Pepsi; campaign was repositioned to leverage emotions which consumers attributed to Coke

Result:Coke regained 1.5% market share = $130M in 3 months

“Emotion Mining’s unique research approach helped our marketing and advertising people successfully reposition our brand.”Senior Brand Manager

Case Study - CXProblem: Financial planner turnover was costing $50M/year in training/ development costs…planner competency was being questioned

Solution:Surveyed planners and buyers of financial services and identified the strong negative/unpleasant emotions that each constituency associated with the process

Result:Ameriprise initiated emotional competency training…achieved 15% increase in sales within 2 years and significant reduction in turnover

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“This is the first time we’ve seen the whole picture. Other studies completely missed this.”EVP Retail Advice

Case Study - SegmentationProblem: Need to increase share of Lexus among lightly penetrated target market segments

Solution:Distinct emotional territories were identified across specific demographic segments (including race and gender) for Lexus vs. the targeted competition (Mercedes-Benz and BMW)

Result:Concept, message, keyword analysis led to a change in execution to better address target audience needs

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“Emotion Mining’s breakthrough research technique helped us turn concept into reality.”Senior Account Director, Advertising Agency

Emotion Mining in Summary...Subconscious - identifies subconscious motivators below the “stated” surface, providing an emotional window into customer decision making

Scientific – patented linguistic algorithms rooted in years of psychological and neuroscience research

Scalable – online/cloud-based survey, mobile friendly, that requires minutes to complete and no "wires"

Simple – based upon one question – "How does _____ make you feel?"; neuro conducted by researchers

Seamless - plugs into traditional qual and quant research methods and applications such as customer experience/journey mapping, needs-based segmentation, brand positioning/messaging, concept testing, etc.

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Bill LuckenDirectorDirect: 248.327.8031bill.lucken@martecgroup.comQuestions?

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