By Emily Bielak Purchases are emotional events. Even those purchases one might describe as “mundane,” “everyday” or “commodity” are in some part driven by emotions. How do we know? For one, purchases are made by human beings, and we humans are very emotional beings. Secondly, we can track, document and study the emotions that a
Emotion research is a growing trend in the market research industry – a simple Google search for the term reveals thousands of hits, all extolling the virtues of emotion analysis, so it can be overwhelming trying to decide which direction to take your market research and who to entrust with the process. Although there are
Uncover consumers’ hidden opinions and associations to gain an unquestionable understanding the decision-making process. Unlock Understanding Emotions permeate every aspect of our lives. To better understand the consumer decision-making process in your market, unlocking the emotions that underlie each decision is critical. Our versatile and proprietary Emotion Intelligence toolkit is simple, scalable, and seamlessly integrates
In the last two decades, we have learned more about how the brain thinks and how consumers make decisions than in the previous century Emotions, when captured and analyzed, offer a much wider and deeper platform for insights into customers—their behaviors and their contexts. Emotional intelligence is one of the fastest growing fields in market
As researchers, we often hear clients expressing how they should be winning, but aren’t for some reason. “On paper we have the better product, but we’re not gaining any share” “Our new ads continue to test well, but we’re not seeing any growth” “Our recent new product launch just didn’t get the results we expected”
One area of the marketing research discipline that cannot be emphasized enough is a certain power perhaps upstream of provocation, and that’s the power of emotions. We have studied the role emotions play in purchases of all kinds of purchases and strategic decisions — B2B and B2C alike — and the research shows that emotions are powerful drivers of action.
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