PanorEmo: assessing the emotional experience of environments
Posted by Marco van Hout on October 1st, 2009
Emotions are key in building relationships with people, with consumers, with employees. Behaviour and satisfaction are driven by emotion. Our environment has a big impact on our emotional state. PanorEmo is a unique instrument to assess the emotional experience of environments.
This tool was inspired by SusaGroup‘s LEMtool and conceptualised by David Guiza during his Master graduation internship at SusaGroup in collaboration with Delft University of Technology. His impressive work resulted in another tool that will be developed and announced by SusaGroup at a later stage, but we felt that the PanorEmo concept was worth developing first. Therefore it was decided to further develop it and what a great result, an intuitive and helpful tool for any designer, marketeer, retailer or sales responsible.
A nice description of the development of the prototype can be found at Bluehaired.com.
The idea
Using a panoramic view of an environment in a web-browser based application, an interface can be deployed which gives the respondent the opportunity to pin-point those things for which he/she has an emotional reaction and to identify which emotion it is that he feels towards this selected location.
How does it work?
Using PanorEmo is easy. You can try if for yourself at PanorEmo.com.
- Move: Use the arrows left and right in the image to move around in the environment
- Spot: If you see something (anything) that draws your attention (positively or negatively), indicate it by…..
- Indicate: Click on the character in the top, drag it to that point and drop it
- Rate: A circle pops up in which you can express how you feel towards that spot by selecting the relevant character
- Explain: In a few words explain why you feel like that and click on the green tick to save
You will be able to see all characters you dropped and read the text by hovering on top of it using your mouse.
The outcome
The outcome of a PanorEmo exploration is a reflection through the hotspots that have been identified by people. Since there is no predefined research question or study script, the highlights that you see are those that have been selected by respondents. These will give you an instant insight in the emotional experience of the environment that was assessed.
Emotion clustering
Areas that show many emotions that are clustered together, should be of special interest to you as a designer, researcher, marketeer or salesperson.
You can then further analyse and explore results by only displaying certain emotions, comments or even individual reactions. This can be done with the filter option in the PanorEmo Hotspots interface.
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