Emotion: The Key to Solving the Puzzle.

FAQs

Where do the adjectives on the AdSAM® Perceptual Map come from?

How do we translate the emotional response results into actionable strategies?

Where do the adjectives in the AdSAM® Emotion Groups come from?

In qualitative research, how does AdSAM® compare to projective techniques?

How many stimuli can you test with AdSAM® before getting respondent wear-out?

Does the placement of AdSAM® in the questionnaire impact other key measures?

Some of the adjectives don’t mean the same thing in different countries. How do you account for cultural differences or language differences when doing global studies?

 

Q. Where do the adjectives on the AdSAM® Perceptual Map come from?

A. The AdSAM® model incorporates 153 emotion denoting adjectives that have unique Pleasure, Arousal and Dominance scores. Since 1990, the adjectives have been tested within the AdSAM® model using the nonverbal PAD scales every two years to assess their stability over time. Adjectives that are found not to be stable are removed from the database. The AdSAM® Perceptual Maps show the adjectives plotted within the Pleasure x Arousal emotional space. The adjective positions within the space are fixed based on their PAD scores.

Q. How do we translate the emotional response results into actionable strategies?

A. Emotional responses have a strong impact on persuasion, consideration and information processing. By understanding the nature and consistency of the emotional responses among your target audience, you can identify what connects the most effectively with the greatest number of people. In addition, AdSAM® provides expert consultations as part of the service.

Q. Where do the adjectives in the AdSAM® Emotion Groups come from?

A. They are selected based on the respondents that are placed in each group. PAD scores are used to calculate the AdSAM® Adjectives and the 5 most frequent are displayed.

Q. In qualitative research, how does AdSAM® compare to projective techniques?

A. They are different. AdSAM® is designed to detect emotional response to a stimulus of any kind or a question. A projective technique is a stimulus.

Q. How many stimuli can you test with AdSAM® before getting respondent wear-out?

A. The number depends on the type of stimuli, but on average about 20. There may be an order effect, depending on the stimuli, but we have found no wear out or fatigue.

Q. Does the placement of AdSAM® in the questionnaire impact other key measures?

A. No, but the placement of other questions before the AdSAM® measure will affect the AdSAM® results. This is particularly true if the subject is questioned extensively about the stimulus.

Q. Some of the adjectives don’t mean the same thing in different countries. How do you account for cultural differences or language differences when doing global studies?

A. The purpose of the AdSAM® adjectives is to give the researcher some insight into the kinds of feelings associated with the response. The feelings are generally the same and not meant to be exact translation. We know that the feelings are universal.