Our tools

The human mind is a fantastic tool. It can store huge amounts of information. However, the conscious part of our mind is limited in capacity – and so any information that is not deemed important is filtered out from our perception. However, the information is still there – in our unconscious mind. Emotional Logic has adapted techniques from psychology to unearth information from the unconscious mind. These tools & techniques enable clients to add a new, deeper layer of consumer insight to their knowledge databanks.

Filter Map Interviews – This depth interview technique uses imagery and specialist questioning techniques to identify which conscious and unconscious emotions drive behaviour within a given product category and how brands are currently performing hitting those emotional triggers. Read more about filter maps

Brand Loyalty Measurement - Brand loyalty has many dimensions and it is critical to measure the correct variables to get an accurate reflection of how loyal customers truly are. Read more about brand loyalty measures

Concept Visualisation – Consumers store information as sensory ‘packages’. For example a certain smell may make people feel happy because they used to smell it in happy times. Concept Visualisation is a depth interview technique that enables us to identify which sensory information is attached to important category drivers – so we can then use them to stimulate desired emotional reactions.

Creative ELIOT – It is now widely accepted that advertising works strongly on an unconscious level and that measuring message understanding and levels of attention / involvement alone are not an accurate measure of advertising effectiveness. The Creative ELIOT (Emotional Logic implicit Opinion Test) measure which emotional reactions creative materials stimulate on an unconscious level.

Brand ELIOT – For some consumers brand preference becomes an automated habit. They have an unconscious preference for the brand and are therefore much more likely to choose that brand. Brand ELIOT allows us to identify which consumer have an unconscious preference for a certain brand to enable us to profile and target those consumers and also identify what has created this mind set so we can move more consumers into this category. Read more about Brand ELIOT

FaceTrak – When consumers are faced with creative stimuli their faces will display micro expressions as they go through the process of evaluation. In a subsequent interviews or evaluation much of this will be omitted as the consumer cannot remember this unconscious process or self-censors. FaceTrak is a testing tool that identifies consumers facial expression and identifies the emotional reactions experienced.

The right tool for the job

We also offer a wide range of other research tools including face to face, telephone and online surveys, focus groups, diary studies and observation techniques. Those follow more traditional research formats but are greatly enhanced by our use of unique questioning techniques and exercises.