Ipsos Newsfeed

Coming to terms with Emotions

Ute Rademacher und Kay-Volker Koschel, Ipsos UU, in Esomar, 2006

Qualitative research often claims to also gather – besides rational and functional business aspects – the more emotional side of the coin: feelings, moods and emotions that are related to (consumer) perception, decision making processes and (consumer)behaviour. Since a ‘renaissance of emotions’ can be noticed in marketing, advertising and market research, this potential strongly contributes to the success of qualitative research within the last couple of years.



Vorheriger Artikel

Nächster Artikel