ADSAM® utilizes a non-verbal, visual technique to accurately tap into the core of the human emotional responses.
ADSAM® is based on the PAD Theory of Emotion, which states that every emotion is a combination of three dimensions: Pleasure, Arousal & Dominance. The measure utilizes graphics characters called the Attitude Self-Assessment Manikin, to depict these dimensions.
AdSam® has been used worldwide in market research and has been validated over the past 18 years.
AdSam® has been shown to be highly predictive of behavior and has several advantages over other emotional response measures:
➢ Captures more accurate responses undiluted by rationalization
➢ Minimizes discussion biases in qualitative research
➢ Minimizes language biases
➢ Capture the complexity of emotions in a way that is simple for participants
➢ Is not constrained to finite selections, as with semantic differentials
➢ Effectively used with children and adults
➢ Effectively used cross-culturally
➢ Easy to administer
➢ Can be effectively and efficiently incorporated into both qualitative and quantitative research