Emotional experiences strongly influence the decisions consumers make in everyday life. The emotions that users feel toward a product are subjective, shaped by our environment, and can enhance or hinder a product experience (Felbermayr & Nanopoulos, 2016; How You Can Overcome These 3 Types of User Friction, n.d.). When a user has difficulties with a product, they experience friction, and using a product in a situation that is not ideal may result in what is called emotional friction. Emotional friction involves any obstacles that make it difficult to use or choose a product (Ash et al., 2018). As the consumer environment changes, products must also evolve to avoid any potential emotional friction. In order to make appropriate adjustments, brands must learn and match the needs of the users. Apple is famously known for having a consumer-centric approach ingrained into their product experiences. Apple AirPods (and wireless earbuds) experienced a major growth in popularity since their launch–in four years increasing sales to more than 100 million units (Apple Statistics (2021), 2021). Success may be attributed to how the AirPods resolved friction that users experienced when old earbuds were no longer compatible with new phone models–for example, needing to have an adapter if you wanted to listen to music–and addressed the struggle of tangled wires (Amorim, 2017). These updates show Apple’s commitment to continuously improving their structure and quality to meet the needs in the consumer’s current climate. It is evident that within the past couple of years our environment has changed significantly with the Covid-19 pandemic. Every single person had some component of their life disrupted, resulting in attempts at contactless tasks, numerous video calls, and mask mandates. With these changes, Apple’s development team had to be creative to eliminate user friction while designing their next generation of the AirPods by addressing three major issues: mask interference, picking up external noise, and the difficulties with hands free. The Mask vs. Music Battle When mask wearing started becoming a regular part of people’s routines, it caused new annoyances that didn’t exist when the AirPods were originally designed. AirPods constantly were clattering to the ground with any adjustment to the mask ear strap. The stem of the AirPod could easily get caught and pull the AirPod out of one’s ear, increasing user frustration while using the product, and obviously hindering the ability to listen to music or calls as intended. Aware of this struggle with the product design, Apple took action. The design of the product changed by shortening the stem to avoid the dreaded battle between mask and music (Introducing the next generation of AirPods, n.d.; Notopoulos, 2021). Making the AirPods more accommodating for masks created a simpler, uninterrupted path of using AirPods without the emotional friction of the AirPods falling out. Crystal Clear Connections Being distanced from family, friends, and coworkers enhanced the need to communicate and connect with others in virtual ways. Many people began taking calls through their AirPods while masked or taking breaks from the indoors by walking outside. Just sitting outside under a tree on a nice day, the AirPods would pick up noise from the surrounding environment. Factors like the wind made it challenging to understand anything being shared through the headphones. Communicating is a fundamental purpose in Apple products; therefore, situations where it is hard to listen or speak irritates both parties on the call. Understanding the emotional friction–the stress and frustration caused by background noise–Apple made adjustments to their microphones and speakers to increase the quality of the phone calls and ease the concerns about misunderstandings (Introducing the next generation of AirPods, n.d.). Don’t Touch This! The concerns about spreading germs moved to the forefront of consumers’ minds during the pandemic. People are increasingly trying to avoid cross-contamination or unnecessarily touching anything that goes close to our faces. However, using phones to make calls, text, or listen to music requires contact. Therefore, using a phone which touches a lot of surfaces became a source of conflict and fear among Apple users. Acknowledging the shift in priorities included consumers wanting to avoid getting sick however possible; thus, Apple again made adjustments to their AirPod designs to be more hands-off. The contactless “Hey Siri” feature–which allows people to perform actions on their phones through verbal commands–was improved to work more effectively through the AirPods (Introducing the next generation of AirPods, n.d.). By eliminating extra noise the microphone picks up, users can more clearly communicate commands through Siri rather than picking up their device to manually address what they want to do. Both current and potential AirPod users can appreciate the benefits of eliminating unnecessary contact, making a more seamless experience for the user. Potential users can see the benefit from the new feature that is designed to make their everyday life easier and recognize the value in touchless applications. Next Generations With the current climate of the world, companies are looking to better connect with the consumer so the company can make products that better fit into consumer lifestyles. An important way to address current needs is to understand how and why current products in the market frustrate users. The emotions that a customer experiences and shares influence their buying behavior while also encouraging innovations and advancements companies can make to their products. If a product does not live up to a user's expectations, it has a higher likelihood of failure in the market, even if it works fine from a functional standpoint. What really is important for product and company success is to account for the changing atmosphere and the consumer perception, allowing appropriate insights to be used and incorporated into future models, or as Apple would say, for “generations” to come. Citations Ash, J., Anderson, B., Gordon, R., & Langley, P. (2018). Digital interface design and power: Friction, threshold, transition. Environment and Planning D: Society and Space, 36(6),1136-1153. Amorim, M. M. R. P. D. (2017). Hedonic and utilitarian attitudes towards technology and innovation: purchase Intentions of Audio Devices: the AirPods Case (Doctoral dissertation). Apple Statistics (2021). (2021, October 29). Business of Apps. Retrieved January 7, 2022, from https://www.businessofapps.com/data/apple-statistics/ , Introducing the next generation of AirPods. (n.d.). Apple Newsroom. Retrieved January 5, 2022, from https://www.apple.com/newsroom/2021/10/introducing-the-next-generation-of- airpods/ Felbermayr, A., & Nanopoulos, A. (2016). The role of emotions for the perceived usefulness in online customer reviews. Journal of Interactive Marketing, 36, 60-76. How you can overcome these 3 types of user friction. (n.d.). Retrieved January 5, 2022, from https://www.reforge.com/brief/how-you-can-overcome-these-3-types-of-user-friction#EZj3ecEplOzws4m_xt_LHg Notopoulos, K. (2021, October 25). Apple AirPods 3 Review: Great For Wearing With A Face Mask. BuzzFeed News. Retrieved January 5, 2022, from https://www.buzzfeednews.com/ article/katienotopoulos/airpod-3-review

Education is a pillar of HCD Research, which is a major reason we partner with colleges and universities to help current students. Giving students exposure to real-world experiences within market research and applied consumer neuroscience helps take lessons from the classroom and puts them into action. HCD Research continues to host college and university students through virtual experiential learning activities to hone in on useful skills that can be applied to future jobs. During the 2021- 2022 winter term, we welcomed Alexa Singman, a Muhlenberg College student, as a Scientific Communications intern! Assisting students in their professional development through education and experience around applied consumer neuroscience and market research will allow for more qualified candidates and, ultimately, stronger research in the future. Meet Alexa! Alexa Singman is a senior at Muhlenberg College majoring in Psychology with a minor in Art. She is from Rockville, MD.  Alexa has been doing research on music and social bonding since her sophomore year. She prides herself on her ability to take a creative approach in both her work and her activities. In the upcoming weeks, keep an eye out for Alexa’s contributions to HCD’s “Student Voices” blog and news posts where she will be exploring topics surrounding how emotional friction may influence the user experience. Stay tuned!

We purchase the products we like. It is a pretty automatic process -- we don’t spend much time thinking about where our preferences come from. But what creates those thoughts we have, either positive or negative, about the products? To answer this question, we need to first understand what perception is. Perception is our representation and understanding of the information formed through interpreting the stimuli we gather from our senses. In short, perception can be described as how we see the world around us. Similarly, our perceptions of a product can be considered as how we see the product in our minds. As customers, we collect information about a product and interpret the information to create a comprehensive image of it. The formation of a shopper’s perception of a product is complex since one can encounter various stimuli and collect information consciously and unconsciously. In this article, I would like to introduce you to some less obvious factors that influence your perceptions of a product, as well as the consequences of these perceptions on your purchasing decision. 1. Package Design Packaging plays an important role in shaping our perceptions of a given product. While we walk down the aisles of a store, we pass by a large number of products per second. When a package design stands out to one or more of our senses, we are more likely to give our attention to that product, and thus collect more information and set expectations of the product. This process eventually leads to a higher likelihood for us to purchase that product. As visually dominant beings, we can easily pick up visual packaging cues. For instance, a package with a size or shape different from the other packages on the shelf can quickly grab our attention. Color is another frequently used cue to make the package more visually salient. For instance, brighter and more saturated colors are stronger physiological stimuli to human eyes, so we are more likely to notice packages with those colors. People also associate the packaging colors with specific brands and product categories and give colors cultural meanings. Because of this, packaging colors can induce emotions and attitudes about the product even before consumers start to consciously evaluate the product. Olfactory cues can also affect consumers’ perceptions of a product. For example, adding smells to a picture of food can increase one’s physiological reaction to food, desire to eat, and thus desire to consume the product. A consistent and distinct scent can also be associated with brand image and remind consumers of the other attributes a product or a brand has. 2. In-Store Shopping Environment A positive shopping experience, created largely by the shopping environment, can enhance the value consumers get from visiting a store. A good shopping environment can elicit consumers’ positive in-store emotions, which can then increase consumers’ satisfaction with the product and willingness to purchase and repurchase. Below are some factors that construct an internal shopping environment that can make consumers perceive the products more positively. Ambient factors often influence consumer perception unconsciously. Have you ever hummed along with Christmas songs being played at a store and felt joy growing inside you? Listening to cheerful music can elicit positive emotions. Together with a well-designed lighting system that guides our eyes to key sales points, our chances of buying the product in front of us will be much higher. Design factors can reduce the stress consumers have during shopping. It can be frustrating if you cannot find the product you want to buy. It can also be disappointing when you cannot find the check-out counter or the restroom. The ease of shopping is largely achieved by having a logical shop layout and sufficient signs in the store. And with the potential stress relieved, people are more likely to hold positive attitudes toward the store and the products. Social factors include the presence and the efficiency of salespeople. When the staff can offer courteous help and good service without constant surveillance or overexplaining, shoppers feel more relaxed and entertained during their time at the store. These positive feelings, plus the marketing skills the salespeople have, can make the consumers more positively perceive the products and increase their intentions to buy. 3. Online Shopping Environment Unlike consumers who shop in-store, online shoppers cannot see, touch, or smell the physical products directly. In other words, they cannot rely on their senses to collect information about the physical products. Instead, their perceptions of the products are heavily influenced by how the brands or retailing companies present the products on the websites. Therefore, except for one’s prior knowledge or experience of the given products, a shopper’s perception of the product can also be affected by website quality. To some extent, while the quality of a website has little to do with the quality of a product, website quality is considered by consumers as an indication of product quality. There are many factors that affect our perceptions of website quality. For instance, having a visually appealing website and aesthetic pictures of the products can make consumers feel more pleasant and excited, and thus encourage them to stay longer on the website to continue shopping. Having a secure website that can protect consumers from fraud and monetary losses can enhance consumers’ trust of the website. These emotions and feelings can stimulate a more positive attitude towards the website and the products creating higher consumer satisfaction which can further increase the chances for consumers to collect information and develop positive perceptions of the products. Conclusion We use our senses to collect information about a product, and we interpret the information to create our perceptions of the product. While consumers go through several cognitive and mental stages before they make a purchasing decision, being aware of the product and holding a positive perception of it is the starting point of this process. In addition to our prior knowledge and experience, there are many extrinsic factors that can influence our perceptions. In this article, we mentioned that special designs on the packages can grab our attention and “lure” us to associate the products with things we like. In a physical store, the shopping environment can make us feel happy when we look at the products which helps to release any potential stress we have during shopping. At an online store, our perceptions of a product largely depend on how the website presents it, and we tend to link website quality with product quality. References Chi, T. (2018). Mobile commerce website success: Antecedents of consumer satisfaction and purchase intention. Journal of Internet Commerce, 17(3), 189-215. Krishna, A., Cian, L., & Aydınoğlu, N. Z. (2017). Sensory aspects of package design. Journal of Retailing, 93(1), 43-54. Krishna, A., & Schwarz, N. (2014). Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of consumer psychology, 24(2), 159-168. Liu, F., Xiao, B., Lim, E. T., & Tan, C. W. (2017). The art of appeal in electronic commerce: understanding the impact of product and website quality on online purchases. Internet Research. Mohan, G., Sivakumaran, B., & Sharma, P. (2012). Store environment's impact on variety seeking behavior. Journal of Retailing and Consumer Services, 19(4), 419-428. Spence, C., & Velasco, C. (2018). On the multiple effects of packaging colour on consumer behaviour and product experience in the ‘food and beverage and ‘home and personal care categories. Food quality and preference, 68, 226-237. Terblanche, N. S. (2018). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40, 48-59. Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What Signal Are You Sending? How Website Quality Influences Perceptions of Product Quality and Purchase Intentions. MIS Quarterly, 35(2), 373–396. https://doi.org/10.2307/23044048

Apparently, it’s been 8 years since I joined the HCD team. It’s been an awesome ride, as they say: if you enjoy what you do, you’ll never work a day in your life. And this is what I truly enjoy doing. When I first reached out to Glenn Kessler a bit over 8 years ago, it was with interest in applying neuroscience techniques and psychological methodologies to better understand consumer behavior. The field, then known as “neuromarketing,” had been around for a bit but was rife with pseudoscience and outlandish claims. And most of the work was being done in ad testing and not consumer product research. I’d already been applying these approaches in my previous roles and just knew there was more space for it. Glenn agreed, and the rest is history as they say. That first year at HCD, I started hitting the neuromarketing conference circuit. And I saw… things. Horrible things. I saw people claiming that 90% of consumer decision making is “non-conscious” (not true). I saw PhD scientists claiming they could run studies with cheap EEG headsets and people walking through crowded stores (terrible research design) AND making predictions on purchase behavior based on that (with very small sample sizes). I saw companies desperately putting profit over science. Once, after giving a talk and being introduced as a neuroscientist (I do have a PhD in behavioral neurogenetics), the next speaker, who had dropped out of undergraduate university, was also introduced as a neuroscientist and gave a talk about neurotechnology that was riddled with bad science. I was disheartened to say the least. But I also saw a great opportunity. And, luckily, Glenn Kessler and the HCD team were on board. We wanted the field to do better. We wanted our results to be better. We wanted our clients to be satisfied with real, meaningful, and actionable results. And we wanted to be open and honest about it. No black box metrics. No over-hyping technologies. We wanted to educate our clients so that they could be active partners in the research and better discriminate among the myriad of neuromarketing companies out there. And, thus, started my manifesto tour. I began writing articles, blogs, and tweets about neurohype and calling out the pseudoscience. I gave lectures and interviews talking about the problems and sharing the basics of neuroscience and the psychology of emotion. We even started our own annual symposium, bringing academics and industry people together to help clients get the background knowledge they would need to make educated decisions. So now, after 8 years, where are we? Well, I wish I could say that there was a paradigm shift. I wish I could say that the snake oil sales and neurohype went away, but it didn’t. The field has changed names over time. From neuromarketing, to a focus more on system 1 and non-conscious research, to consumer or applied neuroscience, and now more behavioral sciences. I do think the clients have become more educated on the topic. They have begun having more neuroscientists and psychologists as behavioral scientists on staff, making them much more savvy consumers. But the field is still catching up to this. They haven’t always respected that the client may know what they are talking about, instead trying to woo them with technical jargon. And this will be a challenge they will have to face. At HCD, we will continue to try to fight the good fight. We will advocate for using the right tool for the right question. And when we hear of a questionable application, we will ask to PROVE IT.

Please join us in giving a warm welcome to our Creative Marketing Manager, Helen Ross! Helen graduated from Lycoming College in May of 2019, majoring in Commercial Design and minoring in Business Administration. At Lycoming, she was the senior captain of the women's soccer team, executive member of the local sorority Beta Phi Gamma, member of Rho Lambda (Greek Life) and Kappa Pi (Art) honor societies, employee of three on-campus jobs, and two internships at the Crosscutters Minor League Baseball Stadium and the Warrior Coffee Program. ​ Helen’s career includes a range of different occupations that highlight her multifaceted skillsets. When you combine Helen's hands-on experience with her passion for art and company branding, the role at HCD Research was the perfect position. Even though she has only been with us a short while, Helen hit the ground running- already revitalizing our company’s website (which you can explore here) and making a cohesive collection of our great marketing efforts. Helen is well-rounded with experience in both creative and analytics. She is an expert at outlining different marketing objectives for numerous brands, with skills in social media, video, email, podcast, webinar, website development, branding, and analytics. Additionally, her determination to succeed stems from her leadership, teamwork abilities, and her thirst for knowledge and communication in order to reach company goals. ​ HCD Research continues to evolve and expand, bringing on creative, hardworking individuals to help shape the future of applied consumer neuroscience and market research. Helen fits right in with the HCD Research crew and we couldn’t be happier she has joined us!

As the legalization of consumer cannabis continues to develop, the consumer-packaged goods (CPG) companies recognize the opportunity in this new marketspace. The shift in perceptions and regulations has led to an exciting exploration among companies, brands, investors, and researchers to find safe and valuable ways to intrigue consumers. Since this industry is rapidly evolving, it does require expertise to correctly approach necessary elements of product development, such as assessing efficacy, making claims, and running consumer research or sensory testing. To better understand the nuances and complications surrounding consumer cannabis, HCD Research hosted a webinar entitled, A Frank Discussion on Consumer Cannabis Industry Challenges, which included a panel of leading experts: Darwin Millard, Jagoda Mazur, Martha Bajec PhD, Palmina De Miglio, and Allison Gutkowski. HCD’s VP of Research and Innovation, Michelle Niedziela, PhD moderated this discussion to give a better understanding of the basics, challenges, and future of the consumer cannabis industry. Below is a recap of the conversation, starting with how to define the consumer cannabis space. Defining So, what does the average consumer know about cannabis? Not too much, so the conversation started with covering what exactly a “consumer cannabis product” is. Defining cannabis products from the consumer perspective was done really well by Jagoda Mazur. Simply put, she shared, “Any product which includes any amount of cannabinoids, either the most known- CBD, THC- could be considered a cannabis product. More cannabinoids are coming up, but right now, this is the common sense of the consumer.” The group collectively agreed that keeping it simple for the consumer is important because other terms can complicate the topic quickly. For those interested in more specific terminology, Darwin Millard mentioned that terms such as resin cannabis products (aka the byproduct of the plant which exists like an oil or hash) are being incorporated into the industry’s vernacular to distinguish the many different forms of the cannabis plant. Education for the Public Through the discussion of definitions, it became clear that the knowledge gap within the consumer cannabis industry is massive. The lack of understanding causes myths and misinformation about cannabis to perpetuate. This issue in understanding highlights the importance of educating those who educate the consumer. For example, budtenders at dispensaries are the main source of truth for the consumer. They must be well-informed to answer questions and inform the consumers. Communicating with the public about cannabinoids can be a challenge depending on the jurisdiction. Advertisements have varying degrees of restrictions based on location. For example, there can be billboards about cannabis products in certain places in the US, like Colorado or California, but not in Canada. Understanding the consumer perception is the first step in trying to educate them. Palmina De Miglio notes the current consumer trends, sharing that the most popular format of cannabis products is flower, or the smokable part of the cannabis plant. By evaluating how consumers purchase products, the companies can better grasp the connotations associated with cannabis to plan product development and outreach. By educating the public, the stigma around cannabis can be transformed into facts rather than fiction. Getting Around the Red Tape Compliance is challenging to accomplish when the market is so agile. Since this is a new space, regulation is going to continue to evolve. It is important to be patient as the roadblocks and barriers are addressed to get the appropriate approvals. Federal groups, such as the FDA and Health Canada, have strict restrictions to ensure product safety such as special licenses and approved protocols for storage and disposal of the product. Insights, like quality control, are crucial to evaluate to make the necessary, responsible improvements to the product. This can include analyzing features like shelf life of the flowers or the stability of the terpenes. When developing a research question in the consumer cannabis space, keep in mind the strict regulations in certain areas to ensure the question being researched can be evaluated. For example, Canada currently doesn’t allow any market research to ask about the effects of the cannabis products. As researchers, it is important to consider the type of insights that are possible and will be most beneficial given the certain set of limitations. What Insights Do We Want? When conducting research in the consumer cannabis space, reflecting on the type of assessments needed will help shape the research’s feasibility. Is the research to evaluate the user experience of the product or to understand what is driving the initial purchase? Is the product appealing to both nonusers and users? Do those segments of the market want the same type of product? Attention must be paid to these types of questions prior to the product being developed. Allison Gutkowski brings up an interesting concern about the value of consumer testing. “I think giving an ear to the consumer is something I would love to see the industry do. Not dismiss without product testing, just that real, foundational exploration.” Clinical Vs Consumer Testing The panelists broke down with regards to deciding if a study should be clinical or consumer testing by giving prompts revolving around understanding the intent of the data. By reflecting on the end point of interest, researchers can best determine if a clinical or consumer study is necessary. Any research focusing on medicinal purposes must be a clinical trial. Studies revolving around making a claim or including invasive measures need the control and robustness of a clinical study. Contrastingly, studies that will use the information for internal comprehensions may not need to be a clinical study. Additionally, consumer testing may be an option if the research is exploring the different features to ensure it makes a cohesive user experience. Again, it is very dependent on the research question being asked. As for an independent review board (IRB), it is still up for debate since the standard has not been set. If uncertain, the consensus was best to include it and not need it, but always be prepared to push back on restrictions which may be unnecessary. Martha Bajec, PhD reminds everyone the purpose of testing cannabis products, via clinical or consumer testing, has the same goal as any other product: to increase reliability as something consumers can trust. “The effects we want to get a read on, we ask these of other products- hair products, perfumes, lotions- everything. And if you think about botanicals, we ask about these questions there, we want that effect.” What the Panelists Want to See for the Future of Consumer Cannabis? Although there is a lot of variability and gray areas within the consumer cannabis industry, the panelists are energized and excited to make a difference in the space. Here are the panelists hopes for the future consumer cannabis industry: Consistency with what is a strain and creating more universal definitions Better knowledge and guidelines about what can and cannot be done in testing Better quality control and consistency in the products Clear results for medical claims The stigma of cannabis to be alleviated by educating the consumer with the correct information A frank discussion with a consumer about their experience The creation of a low-dose THC beverage (as a social product, similar to a cocktail) Finding occasions to use the products without stigma The world of consumer cannabis is a complex and challenging industry to navigate but establishing a foundational understanding of the plant and its many effects is the first step to exploring the broad range of potential cannabis-based products. If you are interested in learning more about conducting research within the consumer cannabis space, please contact Allison Gutkowski at allison.gutkowski@hcdi.net.

As human beings, we strive to create meaningful connections throughout our daily lives. Supporting a mission beyond ourselves creates a sense of enjoyment and empowerment. Making small efforts, from putting a can in the recycle bin to purchasing cruelty-free shampoo, feel extra constructive in achieving a grander goal. Consumers expect more from brands than good products. Now, perhaps more than ever, consumers expect brands to be sensitive to social, ecological, economic, and/or health problems (purpose-driven branding). HCD Research, in partnership with public relations firm Porter Novelli, sought to examine the true value of purpose on brand perception and consumer decision-making using psychological and traditional methods to explore what types of attributes drive certain behaviors, attitudes, and perceptions among different brands. We found that consumer brand perceptions differ greatly between purpose- and function-driven brands, and that purpose-driven perceptions drive different consumer behaviors. Perception is Reality Perception is everything. Consumer brand perceptions, its products or services, and its values impact how consumers interact with the brand. In fact, fostering positive perceptions can help brands build a “sustainable, loyal, and growing customer base,” according to Forbes (Duggal, 2018). Brand perception goes beyond the individual sale; it shapes the long-term relationships—good or bad—consumers establish with a brand. As a result, every touchpoint a brand has with consumers is an opportunity to steer their perceptions in a positive direction. Market and consumer researchers have been motivated to apply newer and more in-depth emotional and perceptual measures to understand the consumer experience, many tapping into psychological methods to dive deeper than traditional surveys can assess (Harrell, 2019). Semantic priming is one such implicit method that is derived from a traditional priming procedure and implemented to measure consumers’ feelings (Neely, 1977; Greenwald et al., 1998). The methodology is based on reaction times in which two words (a prime and a target) are consecutively displayed, and the link between the prime and the target is investigated. The technique stems from the fact that perceptive judgment depends on an individual’s past experiences, and that the perception of a stimulus activates the associated mental representations. A target is identified more quickly when it is preceded by a strongly linked prime (e.g., Shelton & Martin, 1992). Using this psychological approach bridges the gap between the conscious and the non-conscious responses by identifying the strength of an association experienced among a set of descriptive attributes and brands. For this study, eight different brands, or primes, within four industries (food/beverage, quick service cafes, personal care, and outdoor retailer) were compared by 1,200 participants, with half the brands chosen for being categorized as conventional (function-driven) and half as purpose-driven. Descriptive attributes, or targets, similarly were broken down into being categorized as functional (high-quality, affordable, practical, reliable, and convenient) or purpose (responsible, compassionate, inclusive, ethical, and eco-friendly). These words were carefully selected to determine if brands with a stronger purpose association would inspire further action. Figure 1: Implicit association responses for the purpose and conventional brands, categorized into fast, medium, and slow reactions. Attributes ranking in the 80th percentile or higher were labeled as high associations. Reaction times were statistically analyzed by brand at a 95% confidence interval. As seen in Figure 1, purpose attributes have a stronger connection with brands recognized for actively engaging in meaningful goodwill. Purpose marketing has an emotional component that resonates with consumers by having a positive impact on the wider world. Based on significantly faster reaction times, participants associate purpose brands as providing a benefit to society. Further, the exit survey revealed that 78% of participants are more likely to remember a company with a strong purpose. Suggesting that not only do purpose-driven brands build stronger connections with purpose-driven words, but they are also more likely to be remembered. Perception Drives Behavior The responses from this study are a depiction of consumer perception of the brands, which can have a direct impact driving behaviors brands desire. Exploring how the brands can influence the consumer based on their perception gives insight into the following brand actions: purchase a brand, trust a brand, be loyal to a brand, have a deeper connection with a brand, and work for a brand. To understand the action triggered by certain brand sentiments, the research used Maximum Differential Scaling (MaxDiff) to differentiate the attributes tested through forced preference. Simply, participants had to select the most and least important messages from a set of various options repeatedly. Figure 2 shows the purpose attributes drive desired behaviors. Participants indicated purpose attributes motivated them to trust, be loyal to, work for, and have a deeper connection with a brand. Each of these actions demonstrates an intrinsic goal contributing to a relational dynamic between the brand and the consumer. Reinforcing the notion that purpose serves as a call to action for the consumer. Figure 2: Maximum Differential Scaling (MaxDiff) responses exploring what brand attributes, functional-based or purpose-based, motivate specific actions. On average, purpose-driven drivers were more motivating or important for the non-purchase MaxDiff. The traditional polling questions in the survey exit data also served as a telling indicator that purpose-driven brands have additional support over other brands. The self-reported data solidifies the effect purpose has on consumers, showing 78% of respondents reported being more likely to want to work for a purpose-driven company, while nearly the same amount would be more likely to trust (77%) and be loyal to (72%) that company. Additionally, supporting brands with a strong purpose ripples into other aspects of its business. For example, if a company was to make a misstep, 72% of participants were more likely to forgive that company, and 70% were more likely to defend the company if spoken about poorly. Learning how participants would react to disruptions demonstrates their alliance with purpose-driven brands and shows the attractiveness of purpose on human values. Having a greater purpose can guide a brand through hardships because of its strong foundational core message that empowers and appeals to consumers. Why the “Why” Matters Rounding out this research, participants were asked to choose between two brands from the same industry which they preferred, with one being generally considered purpose-driven and the other being more conventional. After selecting a brand, the participants were then asked to explain why they preferred their choice. Purpose-driven brands were chosen three out of four times with a tie in the fourth case. Yet, participants struggled to explain why they chose those brands, often citing functional qualities such as the product’s performance, quality, and cost. When participants struggle to articulate exactly what they are feeling, it is often because emotions are complex and challenging to share (Harrell, 2019). The difficulty in explaining emotions frequently causes individuals to revert to surface-level features. The disconnect between self-reported reasoning and implicit responses suggests that purpose-driven features in brands include an emotional or non-cognitive attachment because it involves values that align with the consumer. It is the purpose which inspires and engages the consumer as a link between the brand and the consumer, fostering long-lasting consumer-brand connections and loyalty. Building a Purpose-Driven Brand Consumer perceptions are shaped by how they interact with brands, as well as the way brands are portrayed in media or reviews by others, across all platforms and communications. Having a consistent, core mission, which is authentic and well-intentioned, creates a deep-rooted connection between the consumer and brand. This purpose-driven strategy acts as a meta understanding around the big picture and helps brands engage with the narrative that the brand is just one contributing factor to the grander society. This research demonstrates how impactful purpose-driven consumer perspectives on brands are for driving certain consumer behaviors. It is this alignment that boosts a brand over a competitor, by creating a commonality in ethical values between the consumer and the brand. This research serves as a clear indicator that purpose may originate with words, but if correctly implemented, has the power to translate to competitive actions. By cultivating a company culture infused with ethical initiatives into the marketing, messaging, and overall mission, purpose can enable brands to satisfy the needs of consumers while also fulfilling the yearning to make a difference. References: Greenwald, A. G., McGhee, D. E., & Schwartz, J. L. (1998). Measuring individual differences in implicit cognition: the implicit association test. Journal of personality and social psychology, 74(6), 1464. Duggal, R (2018, May 29). The One Marketing Truism You Cannot Ignore: Perception Is Reality. https://www.forbes.com/sites/forbescommunicationscouncil/2018/05/29/the-one-marketing-truism-you-cannot-ignore-perception-is-reality Harrell, E. (2019, January 23). Neuromarketing: What You Need to Know. https://hbr.org/2019/01/neuromarketing-what-you-need-to-know Neely, J. H. (1977). Semantic priming and retrieval from lexical memory: Roles of inhibition less spreading activation and limited capacity attention. Journal of Experimental Psychology: General, 106(3), 226–254. Shelton, J. R., & Martin, R. C. (1992). How semantic is automatic semantic priming? Journal of Experimental Psychology: Learning, Memory, and Cognition, 18(6), 1191–1210.

There is not one single tool that can answer all market research problems. A segment of market research vendors call themselves, “neuro” this or “neuro” that, but often, they only use one technique to solve all problems. Is this a problem? Potentially. If you have stomach pain, do you visit your local radiologist? The answer is no. You should really visit your general practitioner to help understand the problem and decide which specialty care would be best for you. Similarly, if you have a market research question, why would you choose a solution that may not best address your problem. Focusing on only one approach may not address research in the best way possible. A market research company that solves problems with one methodology probably should be called something other than a market research company. Having been in the business for nearly 30 years, we find ourselves acting more like problem solvers, hearing out clients’ needs and helping them navigate the best way to answer their questions within budget, within timelines, and with the most appropriate tools. Some people use the term “neuromarketing,” referring to the use of neuroscience tools to understand consumer response. But neuromarketing is often one dimensional, suggesting that cognitive self-report is unnecessary. “Qualitative,” is another area of research focusing on non-numerical data, such as language, but this too becomes a one dimensional research path, lacking the numbers to be representative. Are these fields within market research or should they be considered tools which should be part of a comprehensive tool kit necessary to understand cognitive and non-cognitive motivations, perceptions and responses to consumer experiences. Back to a medical analogy… To address a medical complaint, a physician will often use a combination of tests, like hematology, blood chemistry, physical exam, radiology, blood pressure, as well as ask questions to address other physical and psychological symptoms and information. If a physician were to make their diagnosis based solely on one tool, it would probably be time to find another provider. Different research challenges require different approaches, finding the right tool for the right question. This leads to a list of evaluative criteria and considerations research clients should use when selecting a research partner. You are buying an answer to a business question, not a vendor’s technology preference which may or may not solve the problem. A vendor’s experience in a market space can be helpful but does not replace taking an objective look at the market landscape using a multidimensional approach to solving the problem. If a supplier offers newer, high-tech services, such as employing applied neuroscience, confirm they have staff with academic training in the science and their tools are validated. Don’t accept results based on secret, black box algorithms or hidden behind proprietary smokescreens used to predict the future. Providers should be able to defend their approach and openly answer client questions about tools and analysis. Regarding this, I once attended a presentation by a highly educated professor representing a large company that described themselves as a “neuromarketing company.” The speaker claimed that any movie trailer that got a score of 80 out of 100 on their neuro scale would indicate that the movie would earn revenues of 10 Mil or more the first weekend. I asked, “Did you control for ad spend, number of theaters for which it will be released, environmental issues such as important or impactful world events, etc.” The answer was no. Looking at trailers that received 80 points or more, we know it is likely they will sell at least 10 Mil in tickets the first weekend after release. If it sounds too good to be true, it probably is. Don’t believe it!! So why listen to me? These are my opinions based on being a client for some years and founding a market research company 30 years ago. I’ve seen a lot of trends come and go, and I’ve seen a lot of different types of companies come and go too. I am proud not to be running a neuromarketing company; rather, I am proud to be leading a market research company that employs the best and most appropriate tool for the client question.

Create a blog post subtitle that summarises your post in a few short, punchy sentences and entices your audience to continue reading. Welcome to your blog post. Use this space to connect with your readers and potential customers in a way that’s current and interesting. Think of it as an ongoing conversation where you can share updates about business, trends, news, and more. “Do you have a design in mind for your blog? Whether you prefer a trendy postcard look or you’re going for a more editorial style blog - there’s a stunning layout for everyone.” You’ll be posting loads of engaging content, so be sure to keep your blog organised with Categories that also allow visitors to explore more of what interests them. Create Relevant Content Writing a blog is a great way to position yourself as an authority in your field and captivate your readers’ attention. Do you want to improve your site’s SEO ranking? Consider topics that focus on relevant keywords and relate back to your website or business. You can also add hashtags (#vacation #dream #summer) throughout your posts to reach more people, and help visitors search for relevant content. Blogging gives your site a voice, so let your business’ personality shine through. Choose a great image to feature in your post or add a video for extra engagement. Are you ready to get started? Simply create a new post now.

Create a blog post subtitle that summarises your post in a few short, punchy sentences and entices your audience to continue reading. Welcome to your blog post. Use this space to connect with your readers and potential customers in a way that’s current and interesting. Think of it as an ongoing conversation where you can share updates about business, trends, news, and more. “Do you have a design in mind for your blog? Whether you prefer a trendy postcard look or you’re going for a more editorial style blog - there’s a stunning layout for everyone.” You’ll be posting loads of engaging content, so be sure to keep your blog organized with Categories that also allow visitors to explore more of what interests them. Create Relevant Content Writing a blog is a great way to position yourself as an authority in your field and captivate your readers’ attention. Do you want to improve your site’s SEO ranking? Consider topics that focus on relevant keywords and relate back to your website or business. You can also add hashtags (#vacation #dream #summer) throughout your posts to reach more people, and help visitors search for relevant content. Blogging gives your site a voice, so let your business’ personality shine through. Choose a great image to feature in your post or add a video for extra engagement. Are you ready to get started? Simply create a new post now.

Create a blog post subtitle that summarises your post in a few short, punchy sentences and entices your audience to continue reading. Welcome to your blog post. Use this space to connect with your readers and potential customers in a way that’s current and interesting. Think of it as an ongoing conversation where you can share updates about business, trends, news, and more. “Do you have a design in mind for your blog? Whether you prefer a trendy postcard look or you’re going for a more editorial style blog - there’s a stunning layout for everyone.” You’ll be posting loads of engaging content, so be sure to keep your blog organised with Categories that also allow visitors to explore more of what interests them. Create Relevant Content Writing a blog is a great way to position yourself as an authority in your field and captivate your readers’ attention. Do you want to improve your site’s SEO ranking? Consider topics that focus on relevant keywords and relate back to your website or business. You can also add hashtags (#vacation #dream #summer) throughout your posts to reach more people, and help visitors search for relevant content. Blogging gives your site a voice, so let your business’ personality shine through. Choose a great image to feature in your post or add a video for extra engagement. Are you ready to get started? Simply create a new post now.

Create a blog post subtitle that summarises your post in a few short, punchy sentences and entices your audience to continue reading. Welcome to your blog post. Use this space to connect with your readers and potential customers in a way that’s current and interesting. Think of it as an ongoing conversation where you can share updates about business, trends, news, and more. “Do you have a design in mind for your blog? Whether you prefer a trendy postcard look or you’re going for a more editorial style blog - there’s a stunning layout for everyone.” You’ll be posting loads of engaging content, so be sure to keep your blog organized with Categories that also allow visitors to explore more of what interests them. Create Relevant Content Writing a blog is a great way to position yourself as an authority in your field and captivate your readers’ attention. Do you want to improve your site’s SEO ranking? Consider topics that focus on relevant keywords and relate back to your website or business. You can also add hashtags (#vacation #dream #summer) throughout your posts to reach more people, and help visitors search for relevant content. Blogging gives your site a voice, so let your business’ personality shine through. Choose a great image to feature in your post or add a video for extra engagement. Are you ready to get started? Simply create a new post now.