Why do people respond to some advertisements and offers but ignore others?

What are the real motivations for consumer decisions which seem to defy logic?

The answers require a deep understanding of how the mind and behavior interact .

We are in the Hearts and Minds Business.

The human mind is a constant swarm of thousands of perceptions and decisions.

Many of them are automatic, but others involve a blend of rational choice and emotional impulses, with the emotional often “flavoring” and influencing the rational. In fact, many decisions are entirely based on emotions and then merely justified with rational explanations after the fact.

Our focus is on understanding this interplay, defining what the emotional drivers are, and placing them in the context of consumer choices and perceptions.

We do this by taking respondents on a “journey” into their past experiences, asking them to visualize the components that were part of decision making, and then connecting them with the outcome… digging below the rational (and often misleading) explanations to reveal their choices within the Emotional Context.

The overview of the world the respondents exist in, relative to the subject being investigated, we define as “The Emotional Landscape.” We find that creating a detailed Emotional Landscape helps us view things more clearly, just as an overhead view of a scene gives perspective to understand relationships of objects in a map.

We are making maps of the mind to help us answer questions about decision-making.

Understanding the mind and heart of consumers to define WHY they do what they do and perceive what they see means we can understand what matters, what “sticks,” and what factors drive decisions.

We can explain what product features really matter, and which don’t.

We discover which words, phrases, and emotional elements create messages that actually move the needle.

Contact us so we can talk with you about how Emotional ConteXt can help your business or non-profit organization reach the people you want to reach to accomplish your goals.