Trends Report

Understand Emotion To Drive Technology Engagement

A Technographics® 360 Report Using Survey, Qualitative, And Social Listening Data

August 9th, 2017
Anjali Lai, null
Anjali Lai
Juan Salazar, null
Juan Salazar
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell

Summary

Empowered customers have kicked the innovation race into a new gear. But to design technology products and experiences that consumers will adopt, customer insights professionals must look beyond demographics, behaviors, and attitudes and measure the emotions that drive product interaction. Here, we introduce Forrester's Emotion Evaluator, which adds another layer of predictive insight to the market researcher's toolkit. We also show why emotional analysis is critical to anticipating technology uptake, using virtual reality as an example.

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