A consumer insight should have an emotional valence. It can be a friction or problem that consumers want to solve, but it could also be a desire for something. Through emotional measurement, we map which emotions are triggered by an insight and what the relative emotional positioning is. This way we get a better understanding of the emotional space an insight captures. Recently, we observed the correlation between positive emotions associated and overall successful insights and decided to test this hypothesis using the massive amount of information available in our database. What we concluded is as straightforward as it is crucial in shaping the way we formulate our consumer insights.

Positive emotions

…are rather associated with insights with a higher Insight Strength.
Happiness, Surprise, Beauty and Satisfaction are the key emotions to target.
Some may argue that a friction will, by definition, be negative. We believe that a positive formulation or intentionally evoking positive emotions does not compromise the insight. It actually adds value to the insight and to the next phases of ideation. Naturally, the process of incorporating these positive elements has to remain faithful to the core of the insight. These emotions should be evoked by storytelling, by adding a meaningful context or by describing certain (positive) moments or occasions. If the insight is validated, this context should remain in place for the subsequent innovation phases.

Negative Emotions

…are rather associated with low or negative results.
Worried, Sad or Aggressive are emotions that – if prompted – will influence the overall result negatively.
This does not mean that negative frictions should not be tested, only that a positive formulation should be put in place. Normally, a friction is ideated negatively – and that’s the way it should be ‘written down’ on a first moment. Still the insight context & introduction of positive elements should be used to balance off the negative impact that may rise.

Bottom line

Formulate your insights positively, even if tackling a negative friction. This will ensure a higher resonance among consumers (or at least that the friction is not denied due to over-negative scenery) whilst setting the positive storyline for the next innovation funnel phases.
Want to find out more about how insight validation can help you unlock the insights with the greatest innovation, activation or branding potential? 

Digging for Gold: How to select consumer insights that will change your business.