Presentation by Edward Bass, EntSight, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

1. Emotion, Data and
The Consumer Journey
Edward James Bass

2. • EntSight are an Audience Intelligence
Consultancy
• We work with leading brands including
BMW, Bulgari, Triumph and IWC
Schaffhausen as well as Entertainment
Groups & Investment Companies
• Our services enable our clients to
understand the preferences and
behaviours of specific audiences
• This enables them to make informed
decisions about their audience focused
strategies
.

3. Lets talk about
Funnels & Journeys…

4. Here lies…
‘The Funnel’
1960 AD -
1999 AD
Cause of Death:
• The Internet
• Access to information
• Opinions on social
media
• Some very smart &
astute McKinsey
Analysts

5. The Consumer
Decision Journey
Consideration
Evaluation
Purchase
Advocacy
‘The Loyalty
Loop’
Experience

6. These Stages Each Feature
Possible Emotions….

7. Consideration
Evaluation
Curiosity Excitement FearFrustration

8. Purchase
Happiness Disappointment Anger
Experience

9. Advocacy
‘The Loyalty
Loop’
Happiness

10. How do we actually
make use of this?

11. =
The map we
need to
answer
questions
such as….

12. How effectively are potential customers
discovering and learning about products
and services?
What issues are we seeing in the purchase
and delivery process?
What factors are causing our audience to
advocate our brand, products or services?

13. Social Media & Online
Conversation data is key to
identifying both the stage of
purchase and the emotion.

14. Consideration + EvaluationCDJ Stage
Emotion
“Looking at buying”, “Want to find out our more about”, “Does anyone know about?”
“It’s annoying
that…”
“I’m worried
that…”

15. CDJ Stage
Emotion
“Just bought”, “Just ordered”, “Waiting on a delivery for….”
Purchase
“Disappointed
they sent the
wrong…”
“Can’t wait for
my new…”

16. Online Survey and Trends data is
vital for providing context which
is not available via social data

17. Urban
Suburban
Rural
0 20 40 60 80 100
“Website keeps crashing…..”
“Delivery Issues…..”

18. About those Emoticons…..
A new, widely used international and universal emotional language

19. A whole new
world of
possibilities
beyond text
analysis…..

20. Data acquired using
0
3500
7000
10500
14000
Tom
m
y
H
ilfigerC
alvin
KleinM
ichaelKorsH
ugo
Boss
Lacoste
Ralph
Lauren
C
oach
Ted
Baker
Levis
J.C
rew
M
adew
ell
Fred
Perry
D
iesel
Mid-Market
Fashion Brands
(Jan - June 2019)
MentionVolume

21. Contact
Edward@EntSight.com
@TheEntSight
www.entsight.com
THANK
YOU!