Category: Emotion Intelligence

Customers have distinct feelings about products, services, and brands. How can their emotions be captured and analyzed easily?

The process of analyzing emotions can be tricky, but it doesn’t need to be…let’s dive in. Research shows that being competitive on rational factors, while essential, will only achieve parity. Most leading products or services end up in this parity position because short-term advantages, based solely on rational factors, quickly are matched by competitors.

To combat this issue, marketers need to connect with customers on an emotional level for lasting advantage. This is why, in most highly competitive categories, advertising often has very little to do with conscious, rational benefits, features, or performance.

How do emotions affect purchasing decisions? Understanding customer emotions can drive purchasing decisions and increase sales and loyalty. Recent research reveals new information about the

How to begin your emotion market research It’s important to understand the value in emotion market research, but what if you already see the value