Powerful brands – learning from the Greeks

Andrea Wilson
Motivational Research, TNS, United Kingdom

Roz Calder
NeedScope International, New Zealand


This paper discusses the role market research can play in understanding, measuring and applying emotion to the brand management process. Broadly the paper is divided into three sections:

  1. Emotion – the engine behind human behaviour and driver of consumer choice;

  2. Researching Emotion – tools for effective measurement; and

  3. Output and Application – using emotion to build stronger brands.


What Consumers Do

Much has been said about what consumers do – they build relationships with brands, they become committed, they become loyal, they create brand repertoires, they switch brands, they love brands and so on. But very simply what consumers do is actually about choice – consumers make choices. The issue is how they make their choices.