Engineering of emotions
In today's market where differences in price and functionality between the alternatives are almost nonexistent, brands that evoke strong feelings and deep associations are more likely to succeed.
With Zio® KE we can achieve a real connection between the tangible attributes of the product and the subjective requirements most valued by the users. By virtue of this aesthetic-emotional connection, the relationship between brands and users becomes stronger.
The establishment of this objective framework for assessment of the aesthetic suitability of the designs is in itself of great help during the creative process as it allows objectifying aspects that until now could only be treated from the realm of subjectivity. In this way we can generate design briefs agreed by both the client and the creative team, evaluate new designs as prototypes or customize developments for a particular group of users, thus reducing the risks associated to the launch of any brand or product.
Through the use of Fuzzy Logic based techniques we can assess a set of samples and prototypes to determine the degree of association they have with the ideal insights (Kanseis) that are the objective of the project.
We can define an initial briefing that summarizes clearly and concisely the perceptions that a representative group of users have about the samples analyzed.
Allows evaluating results based on user profiles, which facilitates a segmented analysis of the category as well as the possibility of adjusting the design to meet the specific requirements of a market niche.
Zio® KE becomes a virtual evaluator accompanying the creative team throughout the development stage and guiding them in the obscure aspects of the process. The design team may at any time evaluate the impact that a small change in the formal properties of the prototype has in the emotional response of the future user.
Allows dynamic evaluation of prototypes reducing the uncertainty associated with any process of launching brands or products.
It represents an important reduction in pre-test costs.
Category management based on intangibles allows merketers to detect promising positions not yet covered by the offer of the competition.
Facilitates design optimization based on the objectives defined by the emotional response we want to provoke on our audience considering the given functional restrictions.
© 2014 Rød brand consultants