The Martec Group, a Chicago-based strategic marketing intelligence firm, is taking steps to engage customers on a more emotional level. The company announced a new partnership with Emotion Mining Company, which will allow it to effectively read and react to customer sentiment and emotion.
The agreement would make The Martec Group exclusive research partner of Emotion Mining Company, allowing the companies to combine research methodologies in pursuit of improved customer engagement and unique opportunities to provide positive customer experience.
"The science is pretty clear that emotions drive perceptions and decision-related behaviors, but emotions have historically been difficult to understand and measure, particularly within the market research arena," Martec Partner Chuck Bean told Loyalty360. "Recent articles in the Harvard Business Review and Quirks point to the growing need for businesses to better understand the subconscious elements of the customer experience. This is largely a new frontier, and an area that conventional research techniques struggle to address effectively. Martec takes pride in our relentless approach to finding innovative solutions to challenging questions and we’re confident that the partnership with Emotion Mining will bring important new discoveries regarding the customer experience.”
The collaboration is likely to provide benefits to both B2C and B2B industries, especially the automotive and healthcare sectors to which The Martec Group already provides market research.
“When you think about it, emotions play a part in every single decision an individual makes,” said Jim Durkin, President and founder of The Martec Group. “While factors like price or quality are ‘top of mind’ of one’s conscious thoughts, what happens when there are multiple products or services that appear to provide equal value? The decision ultimately comes down to the passions and aspirations in one's subconscious. We are thrilled to begin rolling out the Emotion Mining solution and methodology to our clients and anticipate immediate and compelling results.”
Placing particular emphasis on analyzing the emotions of customers has become a growing trend in recent months, and all signs point to continued growth throughout 2016.
“We’re excited to partner with Martec as we focus our combined energies serving a broader range of customers with industry-leading market research that detects subconscious emotions,” said Satish Jha, CEO and President, Emotion Mining Company, Inc.
The companies will be able to make recommendations to clients based not only on market information, but also the subconscious emotions that so often affect purchasing behavior and brand perception. This represents a potentially huge step in customer engagement and becoming more in touch with the wants and needs of the modern consumer.