Understanding the emotions of our customers can be tricky - we all have built in barriers that make it easy to avoid engaging with our customers. Most of us aren’t psychologists and despite not being experts in the human psyche, we still influence emotions through our work and designs all the time. This week we dive into how you can be more intentioned and aware of our customer’s emotions, through what we call Sentiment Analysis.
The magic number - at least 2,000 answers! Here’s the breakdown:
Set the stage. Before you can collect a customer’s reaction to something, you need to have a clear understanding what you’re showing them. This could be a flow within a web product, a single web page, a logo, or a text-based scenario. Craft your questions and survey to focus your customers on the moment you’re showing them.
Limit their reaction. This seems counter-intuitive, but if you let a customer go too wide with their thoughts, they might miss the point of the exercise entirely and you’ll miss out on feedback you need to know. If you want to know their emotional reaction, give them options to select from. We like to use Plutchik’s emotional model for this. Check out our survey below to see an example of how we word one of these questions!
Always ask why. It’s easy for someone to communicate what they’re feeling, but why they’re feeling something often makes for very thoughtful and valuable feedback. Ask your customers why they reacted a certain way and often they will surprise you with new opportunities you hadn’t uncovered before. Helio’s follow up questions allow you to dive deeper into the mindset of your customers while keeping them in context of the situation you’re asking about.
A Sentiment Analysis will show how positive or negative a reaction is very quickly, and allow you to identify trends and patterns to dig deeper into. It’s easy to report on something, but it’s a whole other ball-game to read deeper into it and draw actionable conclusions from it. Make sure to really exercise your empathy and put yourself in your customer’s shoes. If a customer doesn’t trust your app experience, is it because it’s not telling them enough, or is it because they haven’t been given enough control? There are many possibilities that can be explored!