If today, consumers seem to have never been so close and accessible and attention so difficult to obtain; understanding their psychology, studying their perceptions, their motivations, even their intended consumption has never been so complicated or even uncertain.
– On the one hand, answers from over-solicited panelists, aware of an issue; unchanged methods with check boxes that inevitably give biased responses by the respondent’s environment and the cognitive load induced
– On the other, increasingly expert consumers, capable of decoding the speech of the brands and especially generations Y and Z who are true bullshit detectors.
And ultimately, you, your research firm, your marketing department, your business and the need, the responsibility to make the right decision about the future of a product, service or content…
– How to go beyond the declarative stage of “I liked”, “It wasn’t bad”?
– How to perceive the natural commitment, the spontaneity, the reflex and uncontrolled emotions of consumers?
– How do you help position yourself in relation to your project?
By relying on the emotions your consumers felt long before the action of “consciousness” thanks to the HNL technology, Heart Never Lies.
A human being is not able to objectively quantify their emotional intensity.
Our brain has a capacity that is far greater than what we use in everyday life. We are not faced with a problem of thinking ability but rather an energy problem.
Indeed, our brain has at its disposal only 20% of the energy produced by the body to properly perform all its functions. Knowing that it must first and foremost manage vital functions…
The first is automation.
Knowing that conscious functions are more expensive in terms of energy than unconscious functions, called reflexes. It will do all that is possible to pass conscious functions that are regularly repeated (through training or repetition due to the environment) to reflex functions.
For example, a young driver will be more easily fatigued on a city trip than an experienced driver, who has automated some functions related to their safety and that of others.
The second is simply to belittle certain functions, considered non-vital or not very prone to training.
For example, the objective notion of time passing, the majority of human beings are not able to objectively measure the duration of an action or an expectation, that’s why we invented the watch and more generally watchmaking .
The brain acts the same with emotional intensity, it does not expend energy on this function which is not vital, and which would be very energy consuming. HNL will allow this intensity to be measured objectively. HNL is to emotions what the watch is to the passing of time.
The greater the emotional intensity, the more the measured panelist is involved in the content, we can say that they are engaged, touched by the content.
When an individual is emotionally affected, they will be interested in the content, they will understand it better (or will make efforts or additional research to understand it), they will retain it more easily, but also perennially.
The valence of an emotion (that is, whether it is positive or negative) will be determined by the panelist them self, or will be easily deductible by the study operator.
The worst thing that can happen for content is that it generates indifference, that is to say that the message does not get through. HNL allows you to detect empty content.