Research beyond reason: filter maps and emotional connections
Annett Pecher
Have you ever been to see a movie with someone and you absolutely loved it, while they were seriously under-whelmed? It proves that two people can be exposed to the same external event but have a very different experience. It also proves the need for targeting in brand and marketing communication. But how does this process actually work – and can understanding it help us develop more effective brand and marketing communication?
Emotional Logic specialises in understanding the process in consumers' minds and develops tailor-made research methodologies that apply this...