Starcom USA: EQ - Creating an emotional map of the media landscape

This paper describes EQ, a framework that reveals the emotional drivers behind peoples' media choices.

Starcom USA: EQ - Creating an emotional map of the media landscape

SUMMARY: A HUMAN VIEW OF THE MEDIA & CONTENT LANDSCAPE

EQ was born out of the desire to create a robust framework that delivers deep, human understanding to help us create more meaningful human experiences.

It's a tool that guides our planning and strategy development, uncovers category white space, and inspires fresh ways to activate the experiences we create for clients.

Rooted in the emotional reasons behind peoples' media choices, EQ is a powerful window to the consumer's world.

EMOTIONS SATURATE HUMAN DECISIONS

We all know intuitively that...

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