Traditional in store interviews only tap into what people say, not what they feel. When we as humans talk about brands, services, and products, we give away far more in our faces and emotions than we intend to. We intercept people as they leave the category, event or experience that they’ve been engaging with.
Our Xtraview interviews are designed by a team of consumer psychologists building in our own standardised explicit and implicit questions created in conjunction with our University partner. We can then build in your own bespoke questions on top of this. Our unique ‘Emotional Response Measurement’ tool uses a unique algorithm to analyse customers responses and understand their emotional engagement with the category.
As humans, we don’t always know the answers to the questions we’re asked, as we are often operating on our System One type decision making (like our autopilot). As a result, we will rationalise our behaviour to provide an answer as to why we think we did what we did.
To build on this, we record all of our respondents during the interview to measure micro facial expressions that give away how rationalised their responses may be to certain questions, as well as the overall emotions they are feeling. We can then understand how they really feel about products, services, and brands.