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Consumer Car Buying Emotional Journey emotions automotive image representation
Automotive & Transportation

The Consumer Car-Buying Journey Is Emotional

According to the Pew Research Center, 88% of American households have a car. At about 128 million households in the U.S., that means that there are over 112 million privately owned cars in garages, driveways, or parked on the street right now (not to mention the Jay Lenos of the world who own almost 200 cars).

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How American dining habits are reshaping the food and beverage industry
Food & Beverage

Go Out or Cook at Home?

How America’s dining habits are reshaping the food and beverage industry Near the beginning of the 20th century, approximately 95% of our meals were prepared and eaten at home, while just 5% of meals were prepared somewhere other than our own kitchens. Today, the data tell quite a different story: We actually spend more of

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How emotions drive purchase decisions
Emotion Intelligence

How Knowing Your Customers’ Emotional Drivers Can Increase Sales

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 wide range of emotions the human brain (or heart, if you will) is capable of processing and expressing. (And if you’ve ever seen the animated Disney movie Inside Out, you’ve

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healthcare bulletin board research computer data doctor
Healthcare

Why Bulletin Board Research Is Ideal for the Healthcare Sector

Developing patient segmentation and personas is paramount to customizing healthcare product messaging. There is nothing more personal than one’s health and there is a significant emotional response and attachment related to a customer’s healthcare product choices. The Martec Group recently conducted a study with a hospital system to understand how consumers choose their healthcare and

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Martec Emotion Score bridging the gap between words and numbers
Emotion Intelligence

The Martec Emotion Score: Quantifying Your Customers’ Emotions

The “trend” of understanding consumer emotions has been on an upswing for the past several years. Organizations all over the world have realized that emotions are the critical factors driving customer loyalty – understanding how your customers feel when they interact with your brand is the key to improving the customer journey. However, many companies

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healthcare - Susan G Komen foundation market research study doctor hallway hospital
Healthcare

Shedding Light On Women’s Healthcare Costs

The passing of the Affordable Care Act in 2010 made prevention more affordable and accessible by requiring health plans to cover preventative services and eliminating cost sharing for those services. The impact was greatest among patients with lower income who had high cost-barriers to screening prior to the ACA. A recent study even found that

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Peak-End Theory customer experience customer journey mountain peak visual
Emotion Intelligence

Understanding Peak-End Theory: How You Can Increase Brand Loyalty

Picture this: you went on a five day Caribbean cruise vacation with your friends over winter break. There were plenty of activities to do on the boat, food to eat, shows to attend and islands to explore. You fondly recall the initial rush of excitement you felt the moment you stepped on the boat. The

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food and beverages new label laws transparency nutrition label
Food & Beverage

2020 Vision: Promoting Food & Beverage Transparency with New Nutrition Label Laws

Consumers now, more than ever, are increasingly educated about the products they buy. Technology and connectivity have enabled consumers to research everything from sofas to sodas before making the final decision to purchase. Companies have started to respond to customers’ need for information by supplying them with detailed product descriptions and more transparency behind their

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reducing food waste
Food & Beverage

Reducing Food Waste (part 2)

By Ken Donaven, Martec Director This is part 2 of a 3-part blog series on food waste. To read the first part, click here. Americans waste more food than any other country in the world. This is unconscionable in a country that still struggles with food insecurity. Two questions are paramount in my mind: how

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Customer Satisfaction Rating vs. Martec Emotion Score
Emotion Intelligence

How to Enhance the Value of Customer Satisfaction Ratings Using Martec Emotion Score

For far too many years the market research industry has avoided open-ended questioning. There’s been a far greater reliance on the quantitative rather than the qualitative. An industry standard survey question like “how likely are you to recommend?” will measure customer experience or customer engagement and reveal whether somebody will recommend a brand or product,

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