Emotional Connections

Capturing consumers' hearts, minds - and buying power.

Are you relying solely on logical reasoning and rational thought processes to gauge consumer behavior? If so, you may be missing out on a powerful weapon!

Studies indicate that, regardless of the product category, up to 95% of purchase decision-making is subconscious – suggesting that both logic and emotion affect consumer behavior. As a result, companies are moving away from communicating traditional value propositions to conveying those with emotional components.

To illustrate this idea, let’s look at a significant spending decision — a car. A major automobile manufacturer wanted to better understand how its customers connect with its brand and product offerings. Our Emotional Connections tool identified unspoken emotional dimensions of decision-making that allowed the company to redefine its positioning and product development “roadmap.” The results also allowed the company to realign the corporate perspective with the customer perspective, infusing the emotional elements of decision-making into its marketing strategy.

Tool Description

Emotional Connections are consumer-identified emotions and values connected with a product, service or brand. They represent the relevant link between the product and the consumer’s lifestyle. Understanding these emotional links and translating them into tactical applications, such as product features, packaging, and the retail environment, significantly increases product success rates, customer satisfaction, and brand loyalty.

Benefits

• Understand purchase decision-making beyond the rational component
• Measure the business impact of the emotional connections – understanding the biggest emotional drivers in the marketplace
• Identify current brands/products most associated with these drivers, and where unclaimed space exists
• Project emotional connections’ relevance to a statistically significant population
• Identify and translate emotional connections into design attributes to develop true differentiation
• Guide the creation of meaningful and unique positioning and communication strategy
• Achieve alignment between the internal (corporate) and external (customer) perspectives by identifying similarities, gaps and biases

Gongos Advantages

• Unlike a traditional qualitative approach, we combine qualitative and quantitative methodologies to get the complete picture. Our holistic approach taps into the consumer’s subconscious to understand underlying motivations.
• We are product and service development experts who understand how emotional connection results are best applied to product and service development and positioning strategies.
• We deliver output that provides actionable results – short-term tactical solutions that support long-term product and service strategy.