Marketers have long acknowledged that customer behavior has both rational and emotional drivers. While rational drivers have been relatively easy to assess, it has historically been difficult for marketers to measure the emotional side. Instead, we have relied on methods such as self-reporting and direct observation to glean emotional insights, but these methods are limited to what people can express. They are also modified by which emotions people choose to show marketers while being observed.
Emotions drive our thoughts, perceptions, and behaviors across environments and cultures, so it should be no surprise that they impact brand experiences, too. Emotions drive resonance in brand messaging, brand loyalty, and buying behavior.
Recently, the technology of directly measuring an individual’s emotional response to a piece of content (e.g., video or advertisement) or experience (e.g., in-venue event, video game, or vehicle) has become refined and reliable. With the rise of more sophisticated emotion insights methodologies, marketers have the opportunity to give voice to the emotional drivers of customer decisions. Marketers can take a more balanced approach to data with research programs that are inclusive of both rational and emotional marketing drivers.
Most important, they can leverage emotion insights to demonstrate the success of marketing outcomes, too--thereby giving them a richer and more holistic story.
Also from SapientNitro: “Artificial Intelligence: From Quiet Enabler To Digital Transformer”