If you had to guess how much of an influence emotions play in decision making, what would you say? A small part, maybe 10-15%? 20-25%? Guess again!

Emotions, passions, and aspirations can drive up to 75-90% of the decision making process. Gasp! You mean I bought my new $400 Kate Spade purse because of the pure joy I felt when I first laid eyes on it, not because I saved up and carved it into my budget? (Hint: I’m 24, I don’t have a budget). Understanding the impact of emotions on purchasing (or not purchasing) is key for businesses to differentiate themselves in the expanded and diverse marketing world we live in.

To call emotional intelligence “important” is quite an understatement. Customers largely remain unaware of the power their subconscious carries in everyday decision making. (I’m still wondering how my friend convinced me to purchase all 10 seasons of Friends on DVD when they’re readily available on my dad’s Netflix account. Maybe I still have a crush on Joey Tribbiani?) Consequently, brands often struggle to unlock the key influences that drive supplier or product selection.

You may ask, “Okay, so what? All you’re telling me is that I can’t avoid impulse purchases!” We have a solution that can help companies unlock their customers’ subconscious decision drivers, and therefore predict how they’ll behave and what they want… whether that behavior is rational or irrational.

For brand marketers, understanding and analyzing these emotional triggers can yield previously untapped customer insights. Brands that struggle with declining share, despite having a superior product or service, can finally understand the emotional drivers causing customers to select another supplier (perhaps their logo is yellow, which I instinctively avoid like the plague because it clashes with my blonde hair). This methodology removes the bias and conscious response to better measure the strength of emotion behind customer choices.

People can provide top of mind solutions or reasoning for key decisions but oftentimes can’t verbalize their underlying emotions and desires that play such a large part in why they act the way they do. To quote Henry Ford,
“If I had asked people what they wanted, they would have said faster horses.”
(Although a faster horse could probably get me from point A to B quicker than my old Ford Focus…)

Emotion research will revolutionize the strategy, targeting, and execution of marketing plans across the globe. And it’s just the beginning.

By using Emotion Intelligence, companies will be better able to predict the behavior of their customers, thus leading to better targeting and impressive results.

Martec can help! Please reach out to Chuck Bean (Partner, The Martec Group) to see how emotion research can help your brand achieve its goals.

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