[Research Results Announcement] Proposal for Survey Item - Emotional Anchor

Rough Commons Inc. (https://roug.jp), which handles the design and analysis of marketing research, has developed and validated a survey item called "Emotional Anchor" that diagnoses and compares the quality of purchase intention for brands and products based on the underlying emotions of the responses.

A POC was conducted using a seasoning brand as the subject, and the main results are as follows:

The TopBox of PI (Purchase Intention) does not necessarily mean that the brand is highly evaluated, and some people are merely at a passive evaluation level.

What is noteworthy is the difference between brands; for mass-market brands, the underlying emotions are centered on availability levels, such as "frequently seen in stores."

Emotional Anchor complements the ceiling effect of PI and can visualize the differences in the quality of purchase intention (differentiation level/availability level/passive evaluation level).

Emotional Anchor reflects the influence of response quality (response time, straight-liner rate). It provides room for re-evaluation and interpretation of purchase intentions inflated by satisficing responses.

Emotional Anchor is an indicator for diagnosing the quality of purchase intention

The substance of "very willing to buy"

"Very willing to buy" = "differentiated" is an illusion

Level of emotion underlying purchase intention: large differences between brands

Level of emotion underlying purchase intention: large differences between brands

Relationship with response quality: visualization of the impact of satisficing

Purchase intentions based on passive evaluation and availability level emotions are suspected of being inflated by satisficing responses.

*This survey was conducted as part of a project to co-create survey questions with AI, with Claude cowork responsible for a significant portion of the planning, design, and reporting.

Points noticed while planning and analyzing in collaboration with AI are appended at the end of the attached press release materials for reference.