tunnekokemuksien mittaaminen ja johtaminen

VALIT  -­‐  Value  Indicator  Tool    

Tunnekokemuksien  mi+aaminen  ja  johtaminen  digitaalisessa  ja  

verko+uneessa  liiketoimintaympäristössä    

Jari  Jussila  @jjussila  h,p://www.valit.fi  

Tavoi,eena  ymmärtää  asiakkaan  tunnepolkua  

•  In  the  phases  the  customer  travels  through  an  emo@onal  path.  

–  Before  the  transac@on  and  in  addi@on  to  the  value  expecta@ons    the  customer  has  an  pre-­‐exis@ng  emo@onal  state.  

–  During  the  transac@on  the  customer  gets  emo@onal  experiences.  

–  A=er  the  transac@on  the  customer  is  leD  with  an  emo@onal  state.  

–  Emo@onal  experiences  vary  along  e.g.  with  their  soma@c  intensity,  dura@on,  direc@on  and  controllability    (cf.  emo@ons,  feelings  and  moods).  

–  Emo@onal  experiences  can  be  described  and  measured  with  three  main  dimensions:  pleasure,  arousal  and  dominance.  

•  In  addi@on  to  the  sacrifices  and  benefits  the  emo@onal  states  and  experiences  in  the  emo@onal  path  have  an  effect  on  the  customer  perceived  value.  

•  The  value  percep@on  process  is  therefore  “emo@onally  charged”.  

3-­‐ulo,einen  viitekehys  tunteiden  hahmo,amiseen    

(intensitee@n  ja  mielly,ävyyden  lisäksi  hallinnan  ulo,uvuus)  •  Varia@ons  in  pleasure,  arousal  and  dominance  should  universally  cons@tute  the  common  core  of  human  emo@onal  experiences.  

•  In  a  general  level,  pleasure  refers  to  the  degree  to  which  an  individual  feels  good,  happy,  or  sa@sfied.  Similarly,  arousal  refers  to  the  degree  to  which  an  individual  feels  excited,  s@mulated,  alert,  or  ac@ve.  Dominance,  in  turn,  refers  to  the  degree  to  which  an  individual  feels  in  control  of,  or  free  to  act.  

•  According  to  these  three  sets,  a  three-­‐dimensional  space  can  be  formed  to  capture  the  core:  pleasure-­‐displeasure,  arousal-­‐nonarousal,  and  dominance-­‐submissiveness.  

1:  P+A+  Ela4on  D+  Excitement  in  a  sense  of  pleasant  excitement  under  one’s  own  control  5:  P+A+      D-­‐  Suspense  in  a  sense  of  pleasant  excitement  beyond  one’s  own  control    2:  P+A-­‐  Serenity  D+  Contentment  in  a  sense  of  relaxa@on  on  one’s  own  terms  6:  P+A-­‐      D-­‐  Drowsiness  in  a  sense  of  pleasant  sleepiness  without  one’s  own  control    3:  P-­‐A-­‐  Lethargy  D+  Laziness  in  a  sense  of  indolence  (reluctance  to  take  ac@on)  7:  P-­‐A-­‐    D-­‐  Dejec@on  in  a  sense  of  total  gloominess    4:  P-­‐A+  Tension  D+  Stress  in  a  sense  of  unpleasant  responsibility  8:  P-­‐A+    D-­‐  Irrita@on  in  a  sense  of  anger  beyond  one’s  control  

4 Lähde: Jussila et al. 2016

Tunteiden  tunnistaminen  Twi,eristä  

Distressed  

Hos4le          

Sleepy  

Sa4sfied  

 Excited  

Exuberant  

Lazy  

Angry   Curious  

Thrilled  

Serene  

Calm  

 Dejected  

 Defiant  

Anxious  

Droopy  

 Gloomy  

Tranquil  

Content  

 Elated  

 Astonished  

Unconcerned  

Indolent  

Bewildered  

P+A+D+  

Distressed  

Hos4le          

Sleepy  

Sa4sfied  

 Excited  

Exuberant  

Lazy  

Angry   Curious  

Thrilled  

Serene  

Calm  

 Dejected  

 Defiant  

Anxious  

Droopy  

 Gloomy  

Tranquil  

Content  

 Elated  

 Astonished  

Unconcerned  

Indolent  

Bewildered  

P+A+D+  

Distressed  

Hos4le          

Sleepy  

Sa4sfied  

 Excited  

Exuberant  

Lazy  

Angry   Curious  

Thrilled  

Serene  

Calm  

 Dejected  

 Defiant  

Anxious  

Droopy  

 Gloomy  

Tranquil  

Content  

 Elated  

 Astonished  

Unconcerned  

Indolent  

Bewildered  

P+A+D+  

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Mitkä  muu,ajat  parhaiten  seli,ää  korkeita  retwee,aus  määriä?