Sentimentiles

Sentimentiles are a conceptual framework used in marketing and consumer research to understand and categorize the emotional responses consumers have towards brands, products, or services. The term combines "sentiment," referring to feelings or attitudes, with "tiles," suggesting discrete, building-block components that collectively form a larger picture. The idea is that a consumer's overall sentiment is not a single monolithic feeling, but rather a mosaic composed of various smaller, interconnected emotional experiences.

This approach allows for a more nuanced understanding of consumer psychology than simple positive or negative evaluations. By breaking down sentiment into specific emotional "tiles," researchers can identify which particular feelings are most influential in shaping overall brand perception. These tiles might include feelings like trust, excitement, nostalgia, frustration, or loyalty. Analyzing the presence and intensity of these individual emotional components can reveal deeper insights into consumer behavior and preferences.

Sentimentiles can be identified and measured through various qualitative and quantitative research methods. These can include surveys that ask about specific emotions, analysis of customer reviews and social media comments, and even physiological responses measured in controlled environments. The ultimate goal is to map these emotional tiles to specific touchpoints in the customer journey, enabling businesses to optimize their strategies for eliciting desired emotional responses and fostering stronger customer relationships.