- A manufacturer wanted to understand if technical professionals emote like consumers when evaluating professional products/services, or if they are more rational, linear and objective.
- Two-pronged approach: 12 qualitative in-person IDIs plus six virtual IDIs. Respondents were video taped in high resolution. Moderator highly trained in nonverbal intelligence was backed up with AI-based software to help identify instances of emotion: happiness, contempt, disgust, fear, anger, surprise, sadness, neutrality.
- This research clearly demonstrated that technical professionals intensely emote when presented with certain choices/topics.