Behind the emotions driving the B2B path to purchase

Low Lai Chow

New research from B2B agency Gyro and the Financial Times explores the role different emotions play along the B2B path to purchase.

“These days, despite how much we celebrate data and information, this is far from the age of reason,” said gyro APAC head of strategy, Belinda Green, at the Advertising Week Asia 2018 conference in Tokyo recently.

“It’s never been more obvious to us that we make decisions based on emotion, gut instinct and knee-jerk reactions,” Green said– and understandably so: “We have to remember, we often are mentally primal beings, and our brains are wired a certain way.”

Within the marketing industry, the gap between big data and feelings is showing signs of strain as well: “I think we have...

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