( We keep client names confidential. )
“I admit, when I heard about the methodology, it sounded kind of ‘New Age’ to me. But when I saw how the respondents really went to their experiences, and openly talked about the feelings that really mattered in how they SEE things and make choices…Wow!” – Automotive
If you had told me the doctor would say, “I always follow protocol” and, 20 minutes later, openly admit they go way beyond protocol because, “I don’t want the patient to think I’m incompetent,” I wouldn’t have believed it. But I watched it happen. – Pharmaceutical
I watched respondents replay deep experiences with incredible details, and actually make “discoveries” when they put events side by side that happened years apart. – High End Jewelry
What a roller coaster. The respondent was crying. Everyone in the viewing room was crying. We saw the whole subject in a whole new way. And when the interview ended, she thanked you. Like no one had ever listened to her before without judging. – Social Issues
I’ve been in this business over 20 years. You showed me a critical part of my customers’ mindset I never imagined. I started to disagree—it couldn’t possibly be— and then felt everything click into place. – Insurance
This changes the way we talk to customers. And even the way we offer products. – Banking
“Kevin and Pete at Emotional ConteXt have been generous with their time, sharing insights from research that have helped to inform our strategy. They’ve also helped us with positioning, copy, and creative suggestions that have given us increased confidence and direction in reaching our beneficiaries. We’re grateful to have them on board as advisors and consultants!” – A National Charity in the UK.
“We learned that what the organization thought the customers wanted was actually the opposite of what they REALLY wanted.” – Social Services
We were having difficulties with a key client. Pete sized up the situation and sat down with him for a casual conversation. I watched as he turned 180 degrees in five minutes, from a problem into one of our strongest supporters. It was fascinating to watch the transformation. – A Canadian Brand Development company.
When I saw the schedule for a 2-3 hour presentation, I thought “Oh no!” But in the first 15 minutes, Kevin referenced Bejamin Franklin, Shakespeare, and George Carlin – each time making a real point. I couldn’t believe it when he said, “now let’s break for lunch.” I didn’t want to stop. – Pharmaceutical
Message Testing: with ConteXt.
“You showed us that a “feature” we were considering actually made our steady customers ANGRY.” – Credit Card
We asked you to prioritize which of five features were the most important. You showed us how four of them would’ve been taken for granted, but that one solved the biggest conflict of their lives. Our messaging was so much more powerful by focusing on the thing they really wanted. – Pharmaceutical
What a shock to discover our commercials were not only “forgettable,” but actually conveyed the opposite of what we wanted to say. – High End Electronics
We were tired of our campaign but early tests on the successor suggested we were losing something. You showed us how our initial campaign was much stronger than anyone suspected, and that people read things into the ads that we would not have dared to say directly (but loved their inferences!) – Consumer OTC
I love that you never said things like “Consumers LIKE/DON’T like the ad.” You focused on where the message resonates (or doesn’t) and showed us why. That “context” thing you talk about makes all the difference. – Fragrance
We wanted them to show us how to convince customers to do a certain thing – which turned out to be a flawed concept that customers would never consider. But we also uncovered something that customers were looking for a product like ours to be able to do. So instead of wasting money and maybe damaging the brand on the wrong message, we blew the roof off sales with the right one. – Homeowner Products
We had left a “very mature” product out of our planning because its price point was lower than the category we wanted to build. And, let’s face it—it’s old. Your interviews showed us that customers IDENTIFY the category using that product’s theme line. It would have been crazy not to include it. – Women”s Bath Products
We had a global theme doing well everywhere…except Italy. You not only uncovered why it wasn’t connecting with Italians, but how it hurt our brand. Then you showed us what we could do instead that not only worked for us but stole share from our main competitor. – Credit Card