Design agency Conran Design Group has partnered with emotion analytics company Adoreboard to study the emotional responses consumers have online to brands.
Focusing on pharmaceutical brands, the study looked at social media to see how people reacted to the interactions they had with companies.
A complex set of mathematical algorithms were used to measure the emotions expressed by both consumers and brands themselves.
After analysing 44,800 Twitter interactions between patients and 14 global pharmaceutical companies, the study found that:
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43% of brands failed to align with the needs of patients online causing a negative customer experience
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brands that are emotionally ‘connected’ generate 8% more trust
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brands that are emotionally disconnected generate 15% more anger and 10% more disgust
“A real disconnect”
The findings of the study highlighted ‘a real disconnect’ between the objective of the branded message of the participants and the way they were viewed by consumers.
While the results of the study are specific to the pharmaceutical companies, the study can serve as a lesson for brands in other industries.
While outbound tweets all tended to be positive, those relating to cost elicited angry responses. Educational outreach which explained medical conditions and treatments generated feelings of joy and trust among consumers.
“If meaningful interactions between brands and consumers are created, then far better outcomes are achieved for both,” Conran Design Group CEO Thom Newton said.
“This relationship relies on fulfilling a functional need but also building a powerful emotional connection.”
Chris Johnston, CEO of Adoreboard, added by starting with human emotion, brands will be able to offer “more relevant content, products and digital experiences”:
“Ultimately, this brings the brand closer to the needs of its patients. This study shows that attaining such alignment can create emotional response like trust, a cornerstone of customer loyalty.”
