Research beyond reason: filter maps and emotional connections

This paper describes how filter maps connect the network of often unconscious thoughts and feelings individuals hold in relation to different products, in this case pizza.

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...

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