In a July 30th Ad Age opinion piece, JoAnn Sciarrano writes about brand attachment – the emotional connection between a person and a brand as a means to ensure that brand associations and preference are deeply rooted and more difficult to change. She suggests a list of 8 survey questions that can be added to a brand tracking study to monitor attachments to your brand and to competitor brands.
At GutCheck, we agree with the importance of emotions as a key to behavior. We use methods that take our clients beneath surface cognition to understand heart + mind. We too, sometimes use survey questions to measure implicit and/or explicit factors that drive purchase or usage behaviors. But we also unlock a deeper understanding of emotions and brand engagement from unsolicited, organic comments made publicly online in blogs, forum, reviews, and other posts. By applying hybrid Natural Language Processing algorithms along with human-created business rules that increase accuracy, we identify specific emotions conveyed in the language used.
Detecting these emotions gives us a deeper, more nuanced understanding of brand engagement than commonly used measures of sentiment. In fact, sentiment is a very poor measure of emotion. In our experience across a variety of categories and product types, 70%-80% of sentiment derived using the most common text analytics tools contains NO emotion whatsoever. Of course, this can vary by brand but there’s no way to know without disentangling emotions from cognitive judgments.