Assessing visual survey protocols to capture brand-related emotional insights

Abstract

Purpose This paper aims to present the assessment of different self-reported approaches that can be used to identify and measure consumers’ emotional responses towards brands. The goal is to determine whether visual and spontaneous protocols are able to generate deeper insights than only closed groups of scales, and to consider pictorial tools as innovative and challenging measurement techniques for brand value assessment. Design/methodology/approach Three versions of the same consumer online survey dedicated to identifying some brand-related consumer emotional insights were created to be compared in terms of quality of responses, interviewees’ evaluation and richness of insights. Findings Visual protocols provide more specific emotional responses and are considered as useful for “capturing deep contextual meanings of consumer experience”. They clearly provide deeper insights and better emotional granularity. It can be generally concluded that different emotions’ self-report measurements are adapted to some diverse research questions or situations. Research limitations/implications This paper is based on research with a limited number of participants. It focuses on the use and consumer emotional insights delivered by three tested protocols rather than detailed analysis of the specific profiles of consumers. Practical implications The authors provide some recommendations of different research techniques, which can be used to identify and measure consumers’ emotional reactions towards brands. Social implications Their paper encourages a critical reflection about researchmethods that are deployed for marketing and consumer behaviour purposes. Their work promotes a hybrid and not dogmatic approach, centred around the perception andmotivation of the respondentsmore than on the expectations of the researcher only. Originality/value Research outcomes among different self-reported protocols using internet technologies are compared. Quality of responses and richness of insights are measured in a quite innovative and comprehensive way. The paper also gives detailed recommendations to researchers interested in consumers’ emotional reactions towards brands measurements.

Selfie stick accounts: extending and engaging visual methods in contemporary family practice

“…The visual method in marketing and marketing research includes a wide range of methods ranging from using advertising images, magazine articles, collage, drawing methods, websites, digital images, and photographs (Belk and Kozinets 2005;Ganassali and Matysiewicz 2018;Rohani et al, 2012).…”

“…Incorporating visual material into an interview has been shown to generate more data and different data to that accessed through verbal accounts alone (Ganassali and Matysiewicz 2018;Harper, 2002). In marketing and consumer research photographs have been used to supplement field notes (Belk et al, 1989), document temporal flows of events Heisley and Levy, 1991;Wallendorf and Arnould, 1991), as projective stimuli, as cultural inventories or as social artefacts themselves (See Rohani et al, 2014 for a review of visual methods).…”

“…The visual method in marketing and marketing research includes a wide range of methods ranging from using advertising images, magazine articles, collage, drawing methods, websites, digital images and photographs (Belk and Kozinets, 2005; Ganassali and Matysiewicz, 2018; Rohani et al , 2014). Incorporating visual material into an interview has been shown to generate more data and different data to that accessed through verbal accounts alone (Ganassali and Matysiewicz, 2018; Harper, 2002).…”

“…The visual method in marketing and marketing research includes a wide range of methods ranging from using advertising images, magazine articles, collage, drawing methods, websites, digital images and photographs (Belk and Kozinets, 2005; Ganassali and Matysiewicz, 2018; Rohani et al , 2014). Incorporating visual material into an interview has been shown to generate more data and different data to that accessed through verbal accounts alone (Ganassali and Matysiewicz, 2018; Harper, 2002). In marketing and consumer research photographs have been used to supplement field notes (Belk et al , 1989), document temporal flows of events (Heisley et al , 1991; Heisley and Levy, 1991; Wallendorf and Arnould, 1991), as projective stimuli, as cultural inventories or as social artefacts themselves (Rohani et al , 2014 for a review of visual methods).…”

Brand expansion through reverse socialization: an example of iPhone in China

“…Brand is able to enhance the perceived product utility and desirability because brand is related to prestige, reliability, trustworthiness, social image, identification and value for money (Ganassali and Matysiewicz, 2018; Kotler and Gertner, 2002; Chernev et al , 2011). The extant literature shows that brand name serves as guidelines for a customer to make product decisions (Eisingerich and Rubera, 2010).…”