The New Science (Art?) of Customers Emotions

“When companies connect with customers’ emotions, the payoff can be huge.”

Every consumer company in history has tried to do that. Often, the winners are the ones that succeed. But the “guesswork” involved has meant those efforts are always far more art than science. This HBR article from Motista talks about their research to identify, assess, and target emotional motivators that meet distinct customers. It’s interesting to think about how the emotional decisions we make can be better understood scientifically. I wonder how close we’ll get someday to scientifically predicting how people think and feel.

Photo: Bruno Oliveira