As a full service market research consultancy, Protobrand uses our methodology to research a wide variety of topics related to large brands, and also more general concepts that help us better understand fundamental human truths. Some of these include humans’ relationship with the planet, and the concept of Joy.
This research was presented at Quirks Chicago by The Art and Science of Joy co-founder, Andrew Cannon, and we are excited to share it with you here.
Sign up to get the full Joy Video presented by Anders Bengtsson, Ph.D.:
The Art and Science of Joy is an organization whose mission is to inspire and empower you to find more joy in your life. As a part of our partnership with this organization, Protobrand conducted a study to explore and understand the diverse facets and interpretations of joy, as well as its meaning, and how it manifests in our day-to-day lives.
Through AI + behavioral science, Protobrand aimed to:
To achieve these objectives, Protobrand used a methodology called metaphor elicitation. This methodology taps into system 1 insights, uncovering the underlying dimensions that impact human behavior.
Through our technology platform, respondents used their mobile devices to select an image that represents their past experiences, thoughts, and feelings, in response to a specific research question. AI probing then asks tailored follow up questions, allowing respondents to elaborate on the nuances of their responses. Respond by Voice allows respondents to speak organically rather than typing.
This specific combination of AI + Behavioral science:
In essence, our researchers collect hundreds or thousands of authentic consumer stories, and use Artificial Intelligence to systematically analyze the data and identify themes from those stories. The data is rich, and results are then reported on a quantitative basis.
Download the video to see the full study results!
The research study highlights that joy is a multifaceted emotional state deeply rooted in strong connections and immersive experiences, significantly contributing to overall well-being. Participants report that recalling joyful moments evokes a range of emotions, such as relaxation and contentment.
Approximately half of the respondents feel their lives are very joyful, with nature and relationships being primary sources of this joy. However, barriers such as health challenges, interpersonal difficulties, and external stressors (like a busy lifestyle and financial issues) hinder many from experiencing joy fully.
About half of those surveyed struggle to overcome these obstacles, which are influenced by both situational and personal factors. Various coping strategies are employed, including adaptive methods, emotional coping, and pragmatic problem-solving, to navigate these challenges.
In conclusion, our exploration of joy for The Art and Science of Joy reveals some of the main drivers and barriers of this emotion in humans’ daily lives. While many individuals experience significant joy—often sourced from nature and relationships—barriers remain that can hinder our ability to fully embrace this emotion.
Moreover, the innovative methodology employed in the study, by combining AI and behavioral science through metaphor elicitation, has limitless applications in the world of market research. This approach can be applied to a wide range of concepts and brand research needs, enabling organizations to uncover deep consumer insights across various emotional landscapes. By capturing authentic narratives and systematically analyzing them, brands can better understand their audience and tailor their offerings to meet the emotional needs of consumers.
Book a demo today to learn more about our AI + Behavioral Science methodology!
