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A Buyer’s Guide to Emotion Intelligence

Cover of eBook - A Buyer's Guide to Emotion Research

Download the eBook >>

Did you know that 95% of cognitive activity is based on “nonconscious” or strictly emotive reasoning – not logic or critical thinking? When it comes to decision-making, people really do go with their gut.

Read through our eBook to learn about emotion research that is simple, scalable, seamless, and scientific. Find out how we use language to uncover consumers’ hidden opinions and associations. With emotion research you can gain an unquestionable understanding of the decision-making process.

Get the eBook today to learn about:

  • 4 aspects to consider when selecting a market research firm that focuses on emotion research
  • How to begin emotion research
  • The Martec Emotion Score (MES) – a way to quantify your customers’ emotions
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Leading #MRX Posts
B2B

Applying Minimax Thinking to Uncertain Pricing Decisions

Many pricing decisions assume markets behave uniformly. In reality, customer responses frequently vary based on switching costs, competitive alternatives, technical requirements, contractual structures, and the ability to pass costs through. A customer with multiple qualified alternatives may react very differently than a customer operating within a highly specialized application.

The debate begins almost immediately.

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Ken Donaven September 29, 2026
Pricing Research

The Pricing Question Most Companies Never Ask

In its simplest form, minimax encourages decision-makers to consider the worst plausible outcome associated with each available option. Rather than focusing exclusively on the most likely result, it asks leaders to understand the downside attached to being wrong. For pricing teams, that perspective can be surprisingly valuable.

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Ken Donaven September 21, 2026
Automotive + Transportation

In a Tariff Environment, Finding and Protecting Margin Isn’t Optional

At first glance, pricing in a tariff environment appears straightforward. Input costs rise by 20%, prices rise by 20%, and margins are preserved. The logic is simple and often serves as the foundation for internal pricing discussions. The problem is that customers do not make purchasing decisions based on your cost structure. They make purchasing decisions based on the value they receive and the alternatives available to them.

Read More »
Ken Donaven September 16, 2026
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