How can you use market research to understand the emotional needs of your target audience?

Typically, it's the VERY few who can fully articulate the emotions behind their actions. While we know that ppl act and react emotionally, they don't always know why. As a researcher, getting to emotions requires going beyond conversation (the verbal) to A. observation (ethnographies) and B. Projectives...using tools like imagery to open up fragments of ideas and follow where they take you/participant. A researcher or strategist who can use these tools + overlay the filter of culture + analyze data can help brands better understand the emotions behind behaviors and associations.

Why emotions matter is rooted in how human beings work. Our brain consciously processes 5 bits of information in a second but sub-consciously, it processes 20,000,000 bits of information in that same time. For us to maintain sanity, our brain is seeking shortcuts - and that's why we often are shopping on auto-pilot mode (ie, why it takes us 3x longer to do our grocery shopping in a different store than our usual one: our subconscious benchmarks are thrown off). That auto-pilot mode is driven by deep human motives, which are intertwined with emotions. To build brands, win in store, win at consumption, we must connect emotionally with consumers so that our brands are deeply rooted in their hearts, not just their minds.

Emotions, undoubtedly, wield tremendous influence in consumer dynamics. They are the linchpin shaping perceptions, evaluations, and brand recall. Establishing emotional connections fosters satisfaction, trust, and enduring loyalty. Recognizing and catering to the emotional needs of your target audience is the cornerstone for creating a brand identity that not only resonates but sets you apart in a crowded market, providing a distinct edge against competitors.

David Sandler said, "People buy emotionally and justify intellectually." It's true. The goal of branding itself is to connect with an audience emotionally. So, how can we accomplish this? Think of your favorite rock band and how their powerful music and lyrics get you. There's a shared experience and language there. We can achieve this in marketing when we listen well to our customers. So, I recommend having one-on-one meetings with them and asking great questions. Remember that to elicit feeling words, you have to ask feeling questions. These can be questions like: 1. What is the most impactful thing you've been able to accomplish with us? 2. What would it mean for you and your team if you DID NOT have a partner like us?

Emotions are an essential component of human beings. Many studies have demonstrated that even the most realistic persons make some emotional decisions. For example, while grabbing the best bargains may appear sensible, it is simply motivated by emotions such as happiness, a sense of achievement, and satisfaction. As a result, businesses should divide their target audience into categories based on the emotions displayed by potential clients. Different marketing tactics should be developed based on the study and research of these emotions in each category.

We all have heard the phrase "read between the lines" Well to be able to communicate emotional needs don't just fixate on the aperant data read the story behind the numbers. Your brand identity – every word, every image, every post – should sing with this understanding. Aim to reach your audience's hearts not just their mind. But it got to be genuine. You can’t fake this. That’s how you turn market research into emotional connections.

Some of the most insightful questions are getting them to talk about what ideal looks like, sounds like, smells like… And who or what is the enemy of getting them what they want. These insights live in the space between... as Miles Davis said, music isn't the notes, it's what happens between the notes… And data to me, is the notes… These insights are the music.

Watch out for the say : do gap. People are complicated, contradictory characters, which flaws most market research methodologies. Ethnographic studies (social listening, day in the life diaries) are usually better at getting closer to true behaviours.

Understanding emotional needs is critical for brand success. ?? ?? Use market research to uncover emotional drivers. - Identify underlying motivations. - Uncover deep-seated desires. ?? Segment based on emotional needs. - Tailor strategies to resonate. - Create relevant brand experiences. ?? Communicate with emotional intelligence. - Appeal to specific emotional triggers. - Convey brand personality authentically. ?? Measure emotional impact. - Evaluate brand equity and customer sentiment. - Use feedback to improve emotional connections.