Presentation of the Eminosa© methodology

What is the context of Eminosa©?
Nowadays, almost 90% of innovation projects end up with a commercial failure. Whether the aim is to support an innovation project in the exploration, ideation or experimentation phases, being able to anticipate and explain the potential for acceptance of an innovation is a prerequisite to increase its chances of success.

Eminosa©, what is it?
It is an acceptance prediction method based on a sound understanding and modeling of relationships between emotion, cognition and motivation.

Who is it for?
It is addressed to innovation project leaders, directors, R&D managers, marketers and designers of small, medium and large companies.

What is it designed for?
It aims to understand precisely the strengths and weaknesses of a given innovation, to identify the key drivers to improve its acceptance and to increase the success potential.

How to use it?
Based on specific guidelines, through interviews, focus groups or online surveys, the purpose is to collect the opinion of users to whom the concept is addressed. On the basis of the collected data, the analysis is carried out using rigorously selected emotional criteria that are scientifically grounded.

What are the operating principles Eminosa©?
Based on a supervised cumulative machine learning algorithm, Eminosa© is able to predict outputs (emotion, cognition, motivation or acceptability) based on input data (subjective feelings, cognitive assessments, and action trends). Its reliability in the prediction of acceptance is now of 83% and continues to grow with the inclusion of new observations.

What are the benefits?
From the early stages of a concept to the initialization of the commercial launch, the results provided by Eminosa© allow to significantly reduce the uncertainties regarding the strategic actions to carry on research, development and communication of an innovation.

Finally, what form can the results of an Eminosa© study take?
Depending on the objectives of the study, the results can take three forms:

  • If the objective is to identify the emotions that an innovation can trigger, we will measure the patterns on cognitive appraisals and/or on actions tendencies (without ever having to directly ask for the emotions felt) to propose recommendations on the communication strategy around the concept.

 

  • If the goal is to understand and identify the drivers to improve the acceptability of an innovation, we will measure subjective feelings and/or action tendencies in order to infer the underlying cognitive appraisals patterns. These patterns will allow to identify drivers and to address them in specific creativity sessions. These key drivers will raise recommendations on the development strategy around the concept.

  • If the objective is to measure the acceptance probability of an innovation an isolated manner or in a comparative manner with other alternatives, then one of the three components of the model (emotion, cognition or conation) is measured to infer an acceptance index. The choice of the component is dependent on the context of the study, the profile of the users and the degree of precision required. The acceptance index will guide the final decision in terms of go/no-go and will indicate whether refinements are necessary or not.

 

 

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