EmoCompass®, EmoCheck & EmoCosmetics
Decrypting your customers’ emotions
EmoCompass® – Capturing Real Customer Desires
To succeed in the market, you need to understand and address the gut feelings and desires of your customers. That’s why companies worldwide invest billions in market research – yet there’s a catch: Our brains struggle to put unknown feelings into words. If you ask customers verbally about their desires, you’ll only learn what your competitors do better than you (benchmark) – not what aligns with the customer’s ideal (Gold Standard).
With EmoCompass®, you can capture people’s feelings – without talking to them. This allows you to uncover your customers’ true desires and emotions, as well as their perceptions and feelings toward brands and competitors. EmoCompass® uses elements that are as objective and universal as possible. After six years of development in collaboration with science, it has been used in over 750 customer projects since 2003 – and continues to evolve.
EmoCheck – Analyzing the Emotions of Your Touchpoints at the Push of a Button
For all current states of your client experience (e.g., ongoing campaigns, websites, POS, etc.), use the EmoCheck. You’ll receive AI-powered analyses of the emotional impact of your marketing touchpoints instantly – within seconds. By comparing these results with the desired emotions identified through EmoCompass®, you’ll generate rational, comparative charts. This allows you to precisely adjust your touchpoints to make your business more successful. Additionally, the ZUTT & PARTNER team supports you with personalized consulting – combining digital efficiency with human expertise.
EmoCosmetics – Measurable Effects Along the Skin-Brain Axis
EmoCosmetics (also known as NeuroCosmetics) opens up a new dimension in product research along the skin-brain axis: How does a product truly feel – not just on the skin, but also in the emotional experience of your customers? That’s exactly what we measure together.
In carefully designed studies, we analyze the emotional response to cosmetic, skincare, or sensory products – before, during, and after use. The data is collected entirely nonverbally using the EmoCompass®, providing an objective emotional impact profile.
This way, you’ll not only see if your product works – but how it feels. And even more importantly: how it changes emotions over the course of use.
The results reveal whether the product’s effect emotionally supports your brand’s target feeling – and where there’s room for improvement. This gives you valuable insights for product development, packaging, claims, and the entire emotional brand experience.
> Click here for an example project
The EmoCompass® and EmoCheck are based on a variety of neuropsychological phenomena.
Millions of Patchworks
One of these phenomena is called patchworks. Our brain always stores sensations as patterns of experience.
You’ve probably never seen this baby before in your life. Yet, thanks to patchworks in the brain, you immediately know whether you find this baby chubby/cute or rather striking/dynamic.
In addition to these neurological insights, the methodology uses Fuzzy Logic.
Let’s see what you smell.
Another phenomenon is called synesthesia — also known as sensory bridges.
When one sense is stimulated, it can automatically and involuntarily trigger a stimulus in a second sensory center in the brain. Imagine the image of a cup of fresh, steaming espresso — you can probably already smell the coffee aroma.
Customers
What can a bank learn from a retailer? Which principles from the telecom industry make medical technology more emotional? The science-based emotionalization of brands and products concerns everyone. The consistent transfer of best practices across companies and industries, combined with new knowledge about the brain and emotions, leads to impactful customer experiences.
