So you can lead them to your brand… but do they buy? Is your branding missing H.I.?
By Gillian Christie
It is true. Many marketing plans, clever ads, celebrity endorsements and influencer campaigns can create possible interest in a brand or initiative, but did they cause a conversion? So your post went viral, but did it motivate, inspire, and move to action those who observed it??What is missing here is a better understanding of what H.I. truly is. What is human interest??Many great philosophers and poets have shared their definitions:?
Interest isn’t just about grabbing attention—it's about human connection. People focus on what interests them, and when brands tap into that interest, they can drive real engagement.
But here’s the catch: you can't assume what will spark that interest. A New York City brand manager may struggle to understand why North Dakota farmers love rodeo and elk hunting. A misaligned campaign, no matter how clever, won’t convert.
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At its core, H.I. is driven by HER—Human Emotion and Reaction. It’s not logic. If logic alone drove H.I., we’d all stop drinking sugary sodas because we know they’re unhealthy. But emotion drives behavior. Understanding this requires listening—really listening—to what your audience cares about.
That’s where Conversion Market Research? comes in. We go directly to your community, learning what motivates them, what they care about, and even what turns them off. We provide the insights that help you build campaigns that convert.
In today’s fast-paced market, understanding your audience’s H.I. is no longer optional—it’s essential. It saves time, money, and builds a genuine connection with your community.
Ready to accelerate your success in 2025? Let’s talk. Call me at 805-969-3744.
—Gillian Christie