In the sensory overload of today, emotions act as indicators of relevance. They signal that an event is personally important. It is therefore no surprise that interest in the topic of emotions is growing in the area of marketing. For companies, it is important to know consumersʼ emotional responses to their advertising or products.
For many years, the GfK Verein has been busy trying to answer the challenging question of how to capture emotions. The GfK Verein, together with GfK SE and academic cooperation partners, has developed two innovative methods to reliably measure the emotions of consumers: GfK EMO Scan and GfK EMO Sensor. In addition, the possibility of recognizing emotions in the voices of respondents is currently being explored in a new project.