As a brand manager, you intuitively want emotionally attached customers because they are more valuable. So as it applies to research, is it possible to measure ‘pure’ emotions using rational questions? By their nature, emotions are not things that one can rationalize. Perhaps a more pertinent question is: Can we construct an emotional framework (via quantitative questions) that adds valuable insight to our clients? And the answer is YES!
Read this paper for exciting results from our research on research, proving among other outcomes, that one of the most effective ways to create an emotional connection is through the quality of customer-staff interactions.