Sarah left an interesting comment about our list of 37 Emotional Benefits , and one which is almost always mentioned in one form or another when we consult with large companies about their branding … essentially ”I don’t see _____ emotion on the list”.
Here’s how the list was developed.
We started with hundreds of our own consumer studies and in-depth emotional interview transcripts to find any reference to emotional states related to purchase.
In total, we had over 600 possible emotions to start with.
We then presented these to an expert panel of 16 psychologists and marketing executives, who were instructed to eliminate redundancies and group the emotions into similar piles. They were able to reduce the list to a little under 100.
We then designed a study to reduce this list even further to a more manageable number. Our goal was to have the shortest list of human emotions which could motivate purchase … so that marketers could use them in advertising research, and agencies/copywriters could use them in actually developing their messaging.
In the study, we presented over 1,000 consumers FACIAL PICTURES of two dozen different people with a variety of different facial expressions, clothing, … and of different demographic constitution (age, ethnicity, etc)
We asked them ONE question …
“How important might it be to THIS person (picture shown) to feel THIS (emotion exposed) in their life?” (To avoid fatigue, not every consumer rated all the emotions, nor saw every facial picture)
A kind of sophisitcated mathematical analysis (“factor analysis”) showed fairly decisively that the list could be clustered into no more than 37 emotions, which are represented in the 37 Emotional Benefits chart. (There’s actually an even smaller, more workable list of 21 if you’re willing to sacrifice a certain degree of statistical accuracy)
Every time we work with a client, they see one of the other 563 emotions we started with which would be more relevant to their work. But this study showed that what they’re really seeing is just a nuance of one of the emotions in the “magic 37″. (A lot of clients used to make us prove it to them by testing and then running regressions to show the mathematical relationship … trust me, it always works and it’s not worth the effort!)
You can really count on this free list of 37 emotional benefits in marketing … whatever you sell, whomever you sell it to, they’re buying it for one of these reasons.