PIC|MOTION: Testing the Emotional Potential of the Brand
The Challenge
Truly perplexing: How can we measure and manage the emotional potential of our brand using reliable data, with minimal effort, scientifically grounded, and without monotonous scale queries?
How it works
Where respondents find themselves at a loss for words to express their emotions, PIC|MOTION relies on images. They give the inner self a voice and make hidden emotions visible. PIC|MOTION offers a differentiated depiction of the emotional spectrum with a gallery of around 40 validated images.
Well-founded
PIC|MOTION is based on the Circumplex Model of Emotions, a framework from emotion research by Russell and Scherer. The mathematical assignments to the emotions are made using a probabilistic model. The emotional allocation is conducted through a scientifically validated probability model.
Your Advantage
- Decipher the Unique Aspects of Your Brand
Receive emotional profiles of your brand and distances to competitors
- Authentic and Honest
Implicit measurement prevents socially desirable responses.
- Measure and Understand the Unspoken
Emotions that are difficult for participants to verbalize are validly captured
- Ready for Immediate Use
PIC|MOTION can be easily integrated into any online study with minimal effort
What Professionals & Participants Say
Clients:
"This is a truly successful method: measuring emotions through images and emotion profiles has helped us better understand our strengths and weaknesses compared to the competition!"
"We didn't expect the emotions customers have towards us to differ so much from those towards our competitors!"
"We can take a lot from this into our future communication strategy planning!"
Areas of Application
VAL|LERY: Discover Hidden Needs and Motives
The Challenge
People rarely make decisions purely rationally. Behind every choice lie needs and motives that are difficult to directly inquire about. Many respondents cannot clearly articulate their inner motivations. Others remain superficial out of politeness or uncertainty. How can we reveal what truly drives behavior?
How it works
VAL|LERY measures motives using images. Participants intuitively select images that they associate with a brand, product, or question. The image database is validated and based on the dimensions of the Zurich Model. Each image represents a motive with a certain probability. From the spontaneous image selections, differentiated motive profiles emerge. This allows VAL|LERY to identify stable patterns and differences between target groups. The database is updated after each study, ensuring it remains current.
Well-founded
The Zurich Model describes fundamental motives that drive behavior, including autonomy, competence, connection, stimulation, security, and hedonism. VAL|LERY utilizes a probabilistic model that precisely captures these motives. The apparent ambiguity of the images is systematically employed. The model assigns each person a reliable motive profile. These profiles can be compared, clustered, and used for segmentation, creating a precise picture of what motivates individuals.
Your Advantage
- Depth without Detours
VAL|LERY reveals motivational structures that are hardly captured verbally. Qualitatively in depth. Quantitatively in certainty.
- Intuitive instead of Rationalized
Spontaneous image selections make unconscious orientations visible. Socially desirable responses lose significance.
- Clearly Recognize Motives
You see which needs brands, products, or touchpoints address and which do not.
- Refine Segmentation
VAL|LERY identifies motivational clusters that remain hidden with traditional variables. Ideal for target group models.
- Strong Foundation for Positioning
You understand which motives energize your brand. This provides clear impulses for communication, innovation, and customer journeys.
What Professionals & Participants Say
"The great thing about VAL|LERY: It offers qualitative depth with large sample sizes."
(HEINER JUNKER, Trainer & Facilitator)
(HEINER JUNKER, Trainer & Facilitator)