Quantitative Validation

Interface™: A Unigue Program Linking Emotional to Fundtional Benefits

Interface™ is the first validated test that allows a company to create ownable and unique brand equity by quantitatively tying product attributes to emotional benefits. This technique points the way to connecting a product to the consumer's heart and mind.

Interface™ discovers and verifies a brand's most compelling emotional benefits, and the strength of their linkage to functional benefits and product signals. And since direct questioning about emotional benefits rarely produces a true read, Interface™ uses a series of pictures that provide a psychological hanger for consumer's feelings.

The resulting emotionally-sensitive map of a brand's image in the market offers a clear path to repositionioning a brand to take full advantage of the feelings it can evoke - to tie in functional benefits with perceived emotional benefits. The result is a brand that satisfies the innate emotional and functional needs and wants of target users.

For example: A major food manufacturer is coming out with a new type of gourmet frozen dinner. They want to identify who their most likely customers are and what types of advertising will strike a chord with those consumers and compel them to buy. If you just ask them, they're likely to say "I'd buy it for convenience" or "because I like to have good food but I don't like to cook." What they don't say, however, and in fact what they probably don't even consciously know, is that their motivations to purchase go far deeper than convenience. They relate to what we call "emotional drivers," those most basic feelings that motivate us to make decisions. The qualitative aspect of our process would identify the emotional drivers of people who would buy this product such as: it has snob appeal and makes her feel special; it makes them feel like a good mother for serving her children such delicious food; it makes him feel sexy and attractive to be able to impress his girlfriend with a fabulous meal when he doesn't even know how to cook. But there's more to the process. Each respondent's personality type has also been determined by administering a test. Once we learn what each person's primary emotional driver is, we correlate it with their personality rating. We now know which personality types are most likely to want to buy the product and which emotions to tap into with the advertising to make that product irresistibly appealing.

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