Research needs to measure emotions to effect real change

Annett Pecher

This article looks at evidence which suggests that the drivers of behaviour are primarily emotional, and that these are largely unconscious.

Research needs to measure emotions to effect real change

Annett Pecher

The traditional model of consumer behaviour does not work. There is evidence that the current model marketers are operating from has fundamental shortcomings that dramatically impact on the effectiveness of campaigns.

Many brand owners experience situations where their tracking studies indicate one thing and sales figures or qualitative data are contradicting the results. Campaigns based on 'solid research evidence' fail to deliver, while campaigns that did badly in pre-testing are successful. So, what is happening?

The current model that underlies the development of brand communication is based on a...

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