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IPSOSVIEWS
IPSOSVIEWS
EMOTIONSAROUNDTHEWORLD
Across-culturalframework
foremotionmeasurement
September2023
AUTHORS
ManuelGarcia-Garcia,Ph.D.
DavideBaldo
RichTimpone,Ph.D.
TheIpsos
TheIpsosEmotionFrameworkprovides
astructuredandscalableapproachfor
capturingandquantifyingemotional
responsesacrosscountriesandcultures.
Duetoitscriticalroleincustomerexperience,advertisingeffectiveness,brandbuildingand
otherdriversofbusinessgrowth,greatattentionhasbeenplacedonemotionsinrecentdecades.Newadvancesincognitivesciencesand
neurosciencehavealsousheredinnewinsightsandapproachesfortheirmeasurement.
Duringthistime,researchershaveexplored
differentapproachestocapturetheemotionalresponseoftheconsumer,includingmeasuringphysiologicalsignalsofrespondents(i.e.
physicalbodilysensations)andlookingatthebrain’selectricalresponses.Whilevaluable
advanceshavebeenmade,thereisstillaneedforclarifyingwhatismeantbyemotionsandhowtocapturethisinvalid,scalablecost-
effectiveways.ThedisruptionofhumanlabstudiesduringCovidacceleratedprogressonthisfront.
ThispaperprovidesanoverviewoftheIpsosEmotionFramework-whichbuildson
academicresearch-andclarifieshowweareapproachingthedomainofemotions,andhowthiscanbemeasuredinvalid,comprehensive,scalable,andaffordableways.Thisframeworkcanbeappliedtohelpusunderstand
commonalitiesanddifferencesbetween
culturesandinturnhelpuspredictreactionstomarketingstimuli,aswellasexperiencesandsocialevents.Bringingthesepiecestogether
allowsforplanningmoreimpactfulactionbasedontheinsightsaroundemotion.
IPSOS
IPSOSEMOTIONFRAMEWORK
WHAT
WHATISEMOTION?
Everyonehasanunderstandingofwhat
emotionsare,butwhenwemovetomeasuringthem,itisrevealedthateachofusareviewingthemdifferentlyfromeachother.Thiscanbe
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