Turning Emotions into Profits
The project aims to create methods and operation models on how to connect customers emotions with strategic business planning. The main focus is to create and study customers emotional pathway alongside the customer journey.
Emotional pathway refers to the emotions that arise during different encounters of customer journey and that affect customer decision-making. User and customer experience is based on feelings and emotions. Being aware of the customer's emotional processes can inspire new ideas and increase business opportunities.
Background
Emotional pathway is studied by combining qualitative methods with psychophysiological experimental research. The customer's 'gut feelings' and emotions are turned into facts that can be used to create income for businesses.
Companies do not systematically and efficiently consider the importance of customer emotions in their decision-making. The achieved results of this project will be delivered in a concrete form for companies so that they can use them in their strategic business development and idea creation.
Make My Day is a joint project with ESC and CIRCMI and it is funded by Tekes. The industrial partners of the project are Nokian Tyres, Särkänniemi Adventure Park, insurance company Keskinäinen Vakuutusyhtiö Turva, and veterinary clinic Kuninkaantien eläinklinikka.
Funding source
Business Finland
Contact persons
Mikko Ruohonen
Professor
Mikko.J.Ruohonen [at] uta.fi
+358 44 270 4440
Veikko Surakka
Professor
veikko.surakka [at] uta.fi
+358 40 557 3265