Welcome Emotions
95% of mental processes take place in our unconscious mind
A brand that touches the consumer’s mind gets a particular behaviour. A brand that reaches the consumer’s heart gets a commitment. We propose a way to address qualitative research starting with the idea that brands are capable of providing experiences to consumers, experiences able to be lived, and these brands are the ones that truly succeed. The new qualitative research re-emerges on new ground that is more creative, intuitive, that impacts feelings, beliefs, intuition and intellect.
Cosmetics that take you to perfect world, dairy products that are the source of miraculous life, coffee that evokes a transcendental experience, drinks that refresh the spirit; what role do emotions play in purchase decisions?
The view of Earth from space is considered one of the most impressive things a human being can experience. Beyond rational necessity, beyond the intrinsic use of the product, beyond the functional benefit sought, exists a dimension where actual intellect stops making sense. A dimension where senses and emotions create the personality of a brand and its emotional impact, from ethereal values of prestige, pride, freedom, pleasure, security, the search for a better life, avoiding worries and sense of identity, but are all brands prepared to maximise their potential in this dimension?
Our purchasing style is determined by our lifestyle and this is the way we relate to brands and their products or services. If we reach, understand and segment the emotional means of relationships and convert them into consumer typologies based on their way of understanding their purchasing desire, we will achieve a new awareness paradigm that will transform an attitudinal segmentation into a real strategy. Do we still think that two 40-year-old people have the same buying pattern by virtue of having the same age? Rational segmentation will become a thing of the past, and a new dynamic scenario exists where markets are understood by the attitudinal and emotional relationships of the individual with the product or service.
The emotional dimension is latent under the umbrella of consciousness. All brands and products have the potential capability to awaken these emotions. At Hamilton, we combine different special qualitative techniques (dream, graphic, transfer, analogical, allegorical, metaphorical and creative techniques) and ad-hoc quantitative research from the relational attitudinal segmentation perspective, to find the “emotional formula” that your brand, product or project needs. Welcome Emotions is your guide.
