SusaGroup method: 4 steps to meaningful experiences

We have developed an approach which we use to support you to create and turn your products or services into meaningful experiences, based on emotions:

  1. Disclose - measure and create an emotional benchmark
  2. Understand - analyse and uncover emotional drivers
  3. Envision - formulate targets and an emotional fingerprint
  4. Conceptualise - bridging the emotion gap and design phase

1. Disclose

The first step is to disclose the current emotions. The resulting emotional benchmark explicates which emotions are elicited in the current situation. It provides insight into the emotional profiles of the existing stimuli (e.g. current, concept and competing products, services, environments, media, advertisements, websites, etcetera).

2. Understand

The second step is to uncover the emotional drivers. Whereas the first step uncovers what emotions are experienced, in this second step, the reasons why these emotions are experienced are explored.
These emotions are elicited by both internal and external drivers. Furthermore, concern and character profiles are formulated that facilitate step three.

3. Envision

The first two steps focus on what emotions are currently experienced and why these emotions are experienced. In the third step, and emotional target or 'emotional fingerprint' is formulated. This target is based on strategic considerations (including brand key) and opportunities identified in the first two steps.

4. Conceptualise

The difference between the emotional fingerprint (the intended emotional response) and the current emotional response can be considered to be the 'emotion gap'. In order to bridge this gap, new designs or interventions are conceptualised in the fourth step.

Do you prefer a do-it-yourself approach? Take a look at our tools for measuring emotions. Or check out our showcases and examples!