AdSAM® Measure

AdSAM® utilizes a non-verbal, visual technique to accurately tap into the core of the human emotional responses.

AdSAM® is based on the dimensional Theory of Emotion, which states that every emotion is a combination of three dimensions: Appeal, Engagement & Empowerment. 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 24 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
• Captures 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