Over the past two or three years, Gawain Morrison has observed clients climbing on board the emotional engagement bandwagon and declaring a need to understand consumers' emotions, but, he said, from a research point of view this has often been a last-minute add-on when budgets allowed. "There's been no thought about it, there's been no consideration to it at the outset."
The CEO and co-founder of Sensum, a Belfast-based specialist in measuring emotions, told an audience at Advertising Week Europe, held in London in May 2017, that marketers' talk wasn't matched by an understanding of the different metrics that can...