CMB Rolls Out 'Empact' Consumer Emotion Measure

In the US, custom market research firm Chadwick Martin Bailey (CMB) has launched a survey-based solution called Empact, which it says offers a 'practical approach' to measuring consumer emotions.

Founded in 1984 by John Martin and Anne Bailey Berman, CMB has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. The new Empact approach measures how a brand makes consumers feel and how those feelings influence outcomes, as opposed to simply exploring what consumers think of a brand. The firm says that understanding the emotional payoffs consumers want and expect to get is key to helping brands build and maintain a loyal customer base.

CEO and President Anne Bailey Berman explains: 'As more organizations recognize the role of consumer emotions in business decision-making, there is a critical need for a practical, rigorous, and science-based approach to measuring a brand's emotional impact. Empact leverages more than 30 years of CMB's market research and strategy experience as well as cumulative insights from behavioral economics and psychology'.

Web site: www.cmbinfo.com .