Emotional targeting: Why Heinz knows the truth is implicit

This event report outlines how Heinz, the food business, measured consumers’ implicit responses when it wanted to engage with its target market at an emotional level in the UK.

Emotional targeting: Why Heinz knows the truth is implicit

Matthew Carlton

Heinz has long recognised the importance of emotion in how consumers relate to its brands and is always open to exploring new research techniques to build insights into its business. As part of that process it has worked with research agency Conquest, whose founder David Penn explained to the Market Research Summit, held in London in May 2014, the tools his business has developed to help marketers better understand consumer emotions and the workings of the implicit mind.

Measuring the implicit

Penn outlined the history of thinking on...

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