Programme

Morning

• Plenary: "What do we mean by emotions?"
• Group discussion and feedback
• Plenary: "Building emotions between brands and consumers"
• Group discussion and feedback

Afternoon

• Plenary: "What can neuroscience teach us?"
• Group discussion and feedback
• Plenary: "Ways of measuring emotion"
• Group discussion and feedback

Testimonials

Some of the feedback received from past participants:

"An excellent seminar - very good teamwork made topics accessible yet achieved a very high level of insight, relevance and technical understanding."

"Very comprehensive."

"An excellent mixture of theory and practice."

MEASURING EMOTIONS

Quantifying a love affair

Workshop overview

The importance of emotions in building strong relationships between brands and consumers cannot be under estimated. Defining emotion and measuring consumer emotions towards brands is more difficult. In this session you can expect to:

• Gain understanding of the emotional relationship between consumers and brands.
• Get an overview of the new theories in the field of neuromarketing that are enriching our understanding of consumers' emotions towards brands.
• Understand how brands seek to develop the emotional connections with their consumers and how market researchers can use various techniques to help brands measure the strength and nature of these emotional bonds.

Level

Intermediate

Workshop leader

Mark Whiting
Director of Marketing Intelligence, Moët Hennessy, France

Steve Phillips
Founder, Spring Research, UK

ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.