Now more than ever, people strive to express their individuality through music, fashion, cars, hobbies, travel, lifestyle and communication. We now experience our full human potential through this modern method of experimentation, which in turn provides tailor-made solutions to our unique needs in the physical and digital worlds.

Consumer science often says that we consume in order to construct and strengthen who we are. Our decisions as consumers depend more and more on subjective aspects (i.e., aesthetics, taste, symbolic meaning, sensory experiences) that are matched to who we are as individuals, and, increasingly, who we would like to be. Personality psychology divides individuals by dimensions such as openness, conscientiousness, extraversion, agreeableness and emotional stability. Here at Veryday, we understand what this means: no single design will ever satisfy everyone.

During the past few decades, researchers in business, marketing and design have focused on measuring customer satisfaction through models of reasoned actions. At Veryday, we view people as much more than logical, linear and computer-like consumers. We recognize that humans can be irrational and driven by emotions, needs and desires.

Psychological research describes an emotion as a mental and physiological state associated with a wide variety of feelings, thoughts and behaviors. We are on the front line of exploring how emotions influence attention, decisions, behavior and, most importantly, wellbeing and happiness over short and long periods of time. Veryday’s practice-driven research combines the traditional perspective of customer satisfaction with new and more experimental research tools. In order to gain more insightful knowledge about emotions, we are busy developing tools that capture subjective phenomena about who people are and who they would like to be. By measuring emotions the moment they occur and prompting reflection on a psychological level, we can capture both basic emotions (e.g., pure happiness or anger) and more self-conscious emotions (e.g., pride or guilt).

By truly understanding the complex emotions of your customers, you can uncover what they really want and what’s relevant and meaningful to them. This information will help differentiate your offering from your competitor’s and result in a total experience that’s more attractive and meaningful.

In Bogotá in October our research is represented through two presentations during the prestigious conference “Design & Emotion”. The first presentation “In the eye of the patient: Individual differences in emotions to visual design aesthetics on health-care products” focuses on personality as a path-way to people insight and people-driven innovations. The second “Pick a person: User insight through personality psychology” focus on our new research tool to explore deep customer insights.

If you’d like to learn more about Veryday’s emotional design research, insights and methods, you’ll find it documented in a number of scientific studies here:

Express your selves. Personality cards as a research tool to explore the user’s real and ideal self. 5th International Congress of International Association of Societies of Design Research, Tokyo, Japan, August 26-30, 2013.

Personality and emotional design. 3rd Nordic conference on consumer research, Vaasa, Finland, May 21-22, 2014.

•  Personality bias in user centred design. 19th International Conference on Engineering Design, Seoul, South Korea, August 19-22, 2013.

Verification of Very 5: A non-verbal personality scale. 13th European Congress of Psychology, Stockholm, Sweden, July 9-12, 2013.