Why FedEx is researching consumer emotions to help deliver a new brand strategy

FedEx, the logistics company, is measuring consumer emotion as a means of tracking the most significant painpoints in the customer journey.

FedEx is placing emotion-led research at the heart of its attempts to understand evolving consumer needs, as the logistics firm aims to better serve this increasingly vital audience.

For most of its 41-year history, the Memphis, Tennessee-based enterprise focused on making sure business-to-business deliveries traveled flawlessly from their origin to destination. But the rapid growth of online retail – and new business models, right through to same-day and on-demand delivery – now means that the brand is serving households across America.

“Today, almost 50% of our stops every day in the US are actually to residences,” Brie Carere, FedEx’s evp/chief...

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