Anne E. Beall & Christine Holt

Recent Posts by Anne E. Beall & Christine Holt:

Elucidating the Truth in Market Research Through Emotion Analysis

The longer we do market research, the more convinced we are that respondents in our studies are telling us what they think sounds good and explains their behavior. But respondents may not have the ability to explain how and why they make decisions. As market-research practitioners, we’re convinced that our industry is too focused on analyzing what people say rather than identifying the affective or emotional responses that may really drive their behavior.

Topics: Market Research Strategy