Why it matters

Thanks to digital technology, brands have the possibility of creating an almost endless number of consumer-facing innovations. Understanding the areas of the customer journey with the greatest emotional resonance is thus invaluable in picking between various options.


  • Measuring emotional responses can be applied to new digital and physical products, and should be considered a key part of the research toolkit.
  • Emotional needs can often be uncovered using qualitative insights into why consumers adopt or avoid certain modes of behavior.
  • As consumers grow more interested in environmental issues, this area marks a point of emotional engagement.

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.