02/10/2009
One of the challenges in creating an emotional lexicon is making it culturally relevant. In one of our current projects, we are creating an emotional lexicon for the Japanese market. Given the fundamental differences between the Japanese culture and language and western ones, we are recruiting a specialist panel led by a bilingual expert to create the lexicon from scratch, before we move into the quantitative research phase.
07/05/2009
HSBC's recent adverts summarise more eloquently than us why single images can be "too good to be true" in research terms. Only after very careful choice and validation, can their meaning in a research environment be understood with any clarity...
30/04/2009
To start the process, we needed to be able to identify the diverse range of emotional triggers that brands convey to consumers. This isn't simply a range of emotions that people can feel on a day to day basis, but conceptualisations based on the messages received through interaction with a brand across any of its consumer touch points.
Tags: lexicon, process, emotion, trigger, conceptualisation
