The research tool, called EmotiScape, sees respondents pick an illustrated emotion out of 41 displayed to describe how they feel about a particular brand or product.
Ipsos says that survey respondents are most likely to discuss an aesthetic feature of a product that is more socially acceptable to talk about, instead of revealing what personally motivates them to buy the brand, which may be of upmost importance.
Ipsos reveals some of the reasons why people have trouble revealing emotional feelings.
"Often respondents are not aware of all their emotions and struggle to voluntarily describe them or some emotions are personal and embarrassing to admit aloud," the report says.
"Furthermore, the respondent might not care to mention all of their feelings, since some of these emotions may not be directly related to the brand characteristics."
By putting down emotions in an easy-to-use chart, respondents can pick the illustration that suits a product best in their mind. For example whether a product makes them feel "warm and fuzzy", "curious and interested" or "irritated".
More details of EmotiScape can be found in the latest issue of Ipsos Ideas, the group's monthly research report, in an article called 'Moods, minds and motivations: measuring emotion for advertising results'.
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