Project On Emotion Based Marketing-2nd Sem-MBA

1. s1mocoSIMOC'O TELEC'OMMIJJ'1, C'.A:riO:NS(SA)LTD
BLOCK EP & GP,SEC'TOR-V,BIDHA,'I NAGAJ
KOLKATA- 700009J,INDIA
SEPTEMBER,2006
ARINDAM CHAKRABORTY
PGDBM(2"d SEM)
IISWBM-KOLKATA
http://www.iiswbm.edu
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2. Outline Emotion based product design
1. Concepts
2. Design
3. Processes
4. Implications
5. Product Evaluation
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3. CONCEPTS
Emotion is a significant dimension,that when people give voice to their individual
thoughts and feelings,wecan get some kind of truth,a truth that would otherwise elude
us,no
matter how many facts we assembled - Tony hall,CEO,BBC News
Emotion penetratesevery facet of our life.Without emotion we just have bare facts.Rclationships
bctvccn po)plc arc not based on fact,logic or scientific analysis.Thcy arc based on emotion.The
cenTerof allbu.sinesssuccess are succe.s....jitl reltlfionship.
Emotional influence & rationality
It is well known but not accepted that customer choice is rarely based on rational decision making
alonc.Thc greater part ofCustomcrchoicc is based on emotional influcncc.Rat:ional decision comes i
ntoplay to justify and control ouremotional drivcs.Customcrs purchase products they li ke from
people they like rather than pu rchasing products they like from people they dislike.Customers like
people who give them added emotional val ue.When there is lack of emoLional value they
perceive front-line staff tobe cold,indifferent.disinlercsted and acting in a mcchanistic,imJXrsonal
way.
Price,Value & Emotion
Price is no more than a function of perceived value.which itself isderived from ou r feelings OOw
imp011ant this product is to us.ln other words priceis a function of emotion.Price isa funcrion of
how Ve fed about a specific product,senrice or exfericnce.We rationalize ou r feelings & usc cold
logic if wecan spend Rs 5000 or Rs 7000 for a spo;ific product.Suppose we have used a Nokia
and a Sim<X:o mobile equipment with same features.Thc only difference between the tVO is liesin
customer'sperceptions based on status &specific nsationsof touch,fecl,pcrsonal i nteraction to
eachof which specific values are attributed in determining choice.ln other words.the difference is
our feelings abou t the two con trasting experiences.
Common ocnoc,Pcrccptiono & Emotion
Common sc.nsc can be seen asemotional wisdom.Through experience people develop a scase of
what todo m any given situation.The emotions& J=Crceptionsarc based on sensing of what is
goingon and are interpreted in the light of past feelingsand experience.People who apply common
sense rely t.'eavily on instinct.gut feel and what the· perceive to be everyone's interest.
Emotional Proposition
According to Charles Dunstone who runs The earphone Warehousedealing with mobile phones
and tariffsdoing the best by any company is to mett each customer'sinterests& not trying so sell
them mobiles which arc more expensive than their needsdictate.He has developed a 'emotional
proposition'for the company to Vork to:
Rational Mission Emotional Prooosition
Recognisable brand
Impartiality
Mc<tningful Gu;;u-antc.c.s
Wide range
Knowledge
s1moco
Innovative
You ng
f riendly
Unconventional
Customer'sChampion
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4. CONCEPTS
ADDING EMOTIONAL VALUE
Attribu tes Customer
External Attributes
l )Emolionc.l Conneclili/y:- It occurs when two people are able tocxprcss,share,apprcciatc and
understand their genui ne fcllingsabout any given situation or about
each other.The mjorit•;of employeeset pecially man ngen have to
be tuned in to imotional rcquircmcnts.spccif ic need of the customers.
The people have to be like to be likod & go ou t of their way todo
things customers liked .Customer like when front -line people of the
company demonstrate genuine intcrest(an cmotion)in the peop:c they
arc serving.It is the two way processof emotional connectivity that
helps establish mutualI)' added emotional val ue.
2)/nlegrily :- Integrity is the ability to exercise trust at every interface between the
company.its employees & its customers.Customers want thecompany
and its people to be 'asgood as their word'.A cornerstone of emotion
al intelligence is the ability to be honest within one self about his
feeli ngsand to manage them accordingly.An individuouserosion of
integrity takes place as!hey act out a roledi vorced from their true self.
Val ues;.uc w hal lJOOlJIC feel & eXlJIC:-.:-.cll iu lheil evetycJuy llchCJviuuJ:-.,
Pulling emotional value to the producT by means of inTegrity cri!ates
Trust among the cusTomers leadingtowards Brand LoyalTy.
3)CreaTivit'; :- Creativity is the innovative initiative taken up by thecompany to
pleasccustomcrs.To provide suchopportunities requires the abolition
of fixed.rigid thinking pattcrns(bascd on systems)& the creation of
cl ustersof new thinkinand feeling patterns about ways to please
customcrs.Emot:ional needs of customersarc translated in innovative
designsand upgradatio11 of products accordingly.Jn successful
companies people usc their emotional intelligence tocreate opoltu­
nitics to please customers.
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5. O•t oB• t te*"""
CONCEPTS
STRATEGY FOR MOBILE PHONES
To understand user'semotional needsasopposed to functional needs relevant to the design of the
products thlt users really want & mctimescan not describe clcarly.lnnovativc upgradation of
designs consideri ng the emotional needsof customers in different segments ,creative feedback
fromcustomers and due considerations.
TECHNIQUES
• Fun tionaJ analysis
• Emphasized customer product application
• ScniDry analysis,cmotjonal rcsponsc,usability
• Statistical approach using multivariate anal ysis techniques
• Look/Feel quality,Feelingquality,Touch/Feel quality of product design
• Image technology
KANSEI MODEL
An intcgrat:d i motional response such as comfortfeelingof luxuriousness and open ness
Resulted from sensory response to the external stiniUJi.
THE MULTIVARIATE APPROACH
0 Transla t on of emotional response to the product design clement us ng
the mul ti-var--i ate aralys s sud' as MANOVA.
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=> I K.lllo':111••• Moo••
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Tr•n•l•tion ,.,.oo••• - a.lodeling
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6. CONCEPTS
DESIGN FOR EMOTION
& SENSIBILITY
o Finding the Structure of User Reaction and StructureEmotionalResponse
a Within the framewortc of Human factorsInProduct Oesigf use,-..centeredProduct Design
• Performance
• Cost
• Product Usability
• Satisfaction,Pleasure
• Image .--.-r -r"'
Get Satisfaction
Emotton, Usabthty,Custom=r Sattsfactton
The ISO 9241 Standard Defines Three components Of 'Quality Of Use'
• Effectiveness
(Do:s the product do what the users require?)
• Efficiency
(Can the users Jearn the user inte1facc quickly?)
(Can they carry out tasks with minimum expended effort with minimum errors?)
• :;atsfaction
(Do users express satisfaction with the product?)
(Do:s the new product reduce stress?)
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7. oo
DESIGN FOR EMOTION
& SENSIBILITY
Usability a Pleasure of Use
Functional
Layout
Innovative
Interface
Pleasurable
Interaction
TouchtFeeltlook
..OrUHi!ltiOn O'f
,-.,.,od-cc a;.._,.ae•
h/P
'
el L
-k/ eaiQu
CGn'tlpe.tition to got
CUI:soton,r Att:cnt:lon
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Conlpetition to get
Cîustcnrner Attention

8. MODELLING APPROACH TO
EMOTION BASED DESIGN
User Preference : f I Design Features
"StatisticalModel",'EmpiricalModel
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9. J
PROCEDURE
The Jook-aud-feel of the mobile phone was i nvestigated in Korea usingconsumer survcy.Scvcnty­
c:ight pmticipantsevaluated the design of 50 different mobile ptx>ncson the pcrccivcd scale of
image/impression charactcristics.including luxuriousncss,si mplicity,attractivcncss,colourfulncss,
tcxturc.delicacy.harmoniousncss,silcncc,rigidity &overall satisfaction.Stepwisc multiple linear
regression analysis were used to evaluate the rcsults.Thc resultsshowed that the image and
i mpression characteristicsof the products were closely related to the human-product i nterface
spccifica tioos as well as overall shape of the product.Design vmiablcs such as tcxturc,usc: of
surfacccur·lature,surfacc trcatmcn t.operating sound and control response ratjo were perceived as
i mportant to the customers.Thisstudy also suggestsa series of statistical process for selecting and
screening the critical design variables closely related to the customer's impression of the product.
PROCEDURE 1
(
-1. Define design property
ro
--f
-p
-roduct family _]
[2. Det:cnnfnc target: population _j
3.ClassifY dimensions of user satlsfattlon
r-
( 4. JdenUfy product design elements
r
( S. Conduct huenan 'f"actor-; experienent:s
J
l
( 6. Develop models J
1)Deline design property olproduct Tamlly(Type olproduci=Moblle)
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10. --­
PROCEDURE
2)Determlne Target Population
3)Procedure For Dellnlng User Satisfaction
Expressions r"elated to user sat:lsf'actlon
!. -·-
Pe-!:.lgn conce-pt fis-t
Awsoeiation tech.,iqu<P
Dlctlon3ry, rn;::,rkc:<ting
brochure
'l-,OQ vnc:nhul•rl""•
[ Xntegrat:lon, elimination, screening Qr ln•tor'"lnQ
'
I Repre..sent.ative expres.slons
.!-
I Extract: .... sor sat:lsfact:lon dl rnonslons
r Cla$$i¥y usco=r $Dti$factlon dimensions
' • ANinlty dlaQ"I-""'
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