The Rational Heart

Services

The Rational Heart can be a standalone service or used in conjunction with your existing market research efforts

Our innovative, proprietary approach to measuring emotions starts by tapping into a person's System 1 brain and applies Robert Plutchik's comprehensive, specific and actionable model of emotions.

By applying behavioral economic theory to go beyond the rational & access the System 1, non-conscious brain, this technique elicits, measures, and analyzes the latent emotions you really want to understand.

System 1 = fast, react, emotional. System 2 (traditional market research approaches) = transnational, thought, slow.

Takes 3 minutes to complete and yields a rich 200-variable dataset, made actionable through advanced analytic applications to link emotions with beliefs & behavior.

This tool has been used in several languages and the results hold across cultures because we are measuring basic human emotions.

Quirks Article: Advertising Study

We recently conducted a case study, one that was not client-specific, which allows us to explore the kind of insights that branded memory research delivers and the impact it can have on a brand’s strategy. The two-phase study looked at the casual-dining category (CDR). We conducted the emotional aspect in order to help brands create an actionable emotional strategy – one that captures latent emotions. The Rational Heart methodology is a timed, rapid-choice System 1 approach to an established system of emotional measurement developed by Robert Plutchick of the Einstein School of Medicine.

Quirks article here

Clinical Trial Patient Retention Case Study

Using behavioral economics to radically improve clinical trial patient retention. By understanding their basic emotions around a stimulus, we can, through series of steps using Bayesian statistics, extrapolate to measure emotions as complex as hope.

We’ve proven in prior studies that we can predict when a trial participant is likely to drop-out or is at significant risk of dropping out of a trial, based on their hope score. This makes individualized retention plans possible because we can identify the at-risk participants.

Use cases

Brand Assessment

Physician Treatment Perceptions

Clinical Trial Retention

Add an emotional component to your brand tracking studies. It's important to compare the emotional profile of your brand to that of competitors, the category, and customers vs. prospects.

Clinical Trial Retention

Physician Treatment Perceptions

Clinical Trial Retention

Learn how our hope score can radically improve clinical trial retention by providing an early warning of drop-outs. Save time, money, and statistical power by lowering the drop-out rate.

Physician Treatment Perceptions

Physician doctor treatment perception pharma marketing

What do physicians feel about your latest treatment option and/or your company? Combine The Rational Heart with in-depth interviews to uncover the full story.

Advertising Stimulus

Patient Medication Analysis

Physician Treatment Perceptions

Emotional advertising advertisements ads testing

Discover how the emotional assessment of your company changes based on the presentation of advertising stimuli. What lifts your brand and what harms it?

Patient Medication Analysis

Patient medication therapy treatment market research emotional assessment

What do patients believe about your latest drug / treatment? How does it make them feel? What are the drawbacks? Combine The Rational Heart with in-depth interviews to uncover the full story.

New Service Testings

Patient Medication Analysis

New service product testing, NPD new product development

Get beyond what they “like” and select the concept that has the strongest emotionally motivating pull.