Quirks Article: Advertising Study

We recently conducted a case study with a research partner, one that was not client-specific, which allows us to explore the kind of insights that branded memory research delivers and the impact it can have on a brand’s strategy. The two-phase study looked at the casual-dining category (CDR).  We conducted the emotional aspect in order to help brands create an actionable emotional strategy – one that captures latent emotions. The Rational Heart methodology is a timed, rapid-choice System 1 approach to an established method of emotional measurement developed by Robert Plutchick of the Einstein School of Medicine.