Incorporating feelings to create a real relationship with your customer was the theme of the round table in which iligo and the La Poste Group participated this Thursday, January 23, during the new edition of the National Study Day. 

Neuroscience and research have shown that our emotions influence our choices. The challenge for brands is therefore to leave a positive impression on their customers. Technology now makes it possible to measure different emotions and their intensity, whether in conversations or through the human body.

It is in this context that Olivier Goulet of’iligo and Eric Trousset of La Poste Group, participated in the round table discussion on integrating feelings to create a real relationship with the client, by presenting the study Paper Emotions.

Beyond prove the effectiveness of the medium mail in the face of the rise of digital, and to show what Consumers have real-life experiences with advertising experience, this study Paper Emotions combining passive and declarative measurement allows for closer to the reality on the ground. That was also one of the objectives: to highlight the human side, and to gain a fresh perspective that isn't necessarily found in quantitative data. iligo, The approach is once again to combine what is new internationally, while getting as close as possible to the real consumer.

Through this different approach to the consumer and the customer experience, Innovation has had an important role to play. Indeed, in addition to the declarative aspect, the passive measure materialized through the combined use of artificial intelligence, eye-tracking and connected bracelet measuring emotions via electrodermal response.

In this sense, PopeEmotions This allows for the generation of strategic and operational insights, which can then be implemented with the aim of enhancing the customer experience:

• The memory is initiated by emotion in the final part
• A very organized letter Mentally and physically, consumers put aside what is emotional
• Identify the elements that generate emotion.
• Draw operational conclusions (example: mail that is difficult to open, mail opened the wrong way…)

Paper Emotions, for an innovative methodology that closely reflects people's real lives, therefore, to be found in other studies in the process « Drive to Innovation »" by iligo.