Through research it has been discovered that when conducting emotional engagement testing towards brands, PR companies first test the participants on their brand engagement and then assign them to a group based on their emotional response level. Some people have high emotional engagement towards brands, others much less. By grouping participants in this way, it is possible to see Usability testing with respect to people's differing emotional engagement levels.
It is proposed that this can feed into the groups research, by pre testing people and working out their prior engagement levels, this will add more quality to the data gained from the usability study.
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