Making Sense of Emotions Workshop at ESOMAR Global Qualitative Conference

03 Nov 2014|Added Value

Sandrine McClure Director at Added Value, will lead a full-day workshop at the Global Qualitative 2014 ESOMAR conference taking place on November 16, in Venice, Italy.

This is a very popular workshop, having been presented twice this year, at the ESOMAR Summer Academy and the French marketing fair, Le Printemps des Etudes.

To register, click here.

The importance of emotions in building strong relationships between brands and consumers is well-documented. But nowadays, it’s not enough simply to tell an impactful story with words alone…

Marketers are increasingly finding that the most powerful emotions are those that are anchored in multiple senses – creating an engaging experience means knowing how to tell a story that uses colours, aromas, sounds and sensations as part of a multifaceted and multi-layered narrative. That’s why we’re seeing such a boom in experiential marketing (from the use of branded spaces and pop-up stores to live events, music concerts and aroma marketing, to name just a few…). Sensorial experiences are essential for brands that want to connect more deeply with consumers.

Now researchers need to ask themselves whether our toolbox is fit for purpose when we’re asked to evaluate the impact of emotional marketing? What are the challenges that our industry can help marketers, designers and creatives overcome? And how can we, as researchers, integrate multi-sensorial techniques to measure emotional impact and communicate more effectively?

This workshop will summarise the role of each of the five senses in building emotional connections, through interviews with experts in each field, e.g.:

  • the use of colour and form as a communication medium,
  • the use of sound to inject tonality into communication,
  • the use of smell as a stimulus to memory,
  • the importance of texture in signaling brand values,
  • and the use of taste, beyond traditional applications, to tell more powerful stories

Our experts will also explain the challenges (and frustrations) they face in isolating and measuring the intrinsic emotional impact of each sense.

The workshop will also, for each sense, look into how research applications.

Aimed at:
Marketers, researchers

To register for this workshop click here.

Workshop Leader:
Sandrine McClure
Sandrine joined the brand development and marketing insight consultancy Added Value France as a Director in 2012. For the past 20 years she has specialised in global brand positioning and understanding products and experiences that affect the senses. Sandrine speaks regularly at conferences around the world and is involved with ESOMAR. She received the “Best Paper” award in 2002 and was a committee member of this year’s Congress.

About the ESOMAR Conference
The conference will take place in Venice, Italy, 16-18 November. From questioning how we can continue to create and market our value, to celebrating fresh genius and envisioning what we want from tomorrow, ESOMAR Global Qualitative 2014 will discuss, discover and explore the endless canals of opportunity flooding the qualitative sphere.

Image source: ESOMAR

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