Case Study:
Integrating Emotional & Cognitive Data
The case:
A pharmaceutical subsidiary ties TRH emotional performance information to their ongoing brand tracker, identifying the emotional points of relative influence, which directed their marketing strategies.
The challenge:
Like many brands, this successful company was concerned that their historical brand tracker was no longer providing the right pertinent, strategic insights to educate their marketing investment strategy. The existing attributes and key drivers (quality, delivery, capability, etc.) were not as predictive of market performance as they once had been, but the brand did not have the data to
tell why.
The emotional
insights:
The Rational Heart research module was added to their existing brand tracker to provide emotional response data in combination with their existing cognitive and behavioral measurement. This information was then included in a regression model that identified the relative influence of both the cognitive and emotional inputs. Two key emotions – Joy and Love – explained new variance in the predictive models, above and beyond what had previously been known. With this insight, the brand could now identify key cognitive drivers, as well as key emotional drivers, to better connect with customers and prospects and predict the behavior they were trying to drive.
The resulting strategic actions:
Armed with these results, and with the knowledge that Joy is a structural component of the complex emotion of Love, this client was able to make changes to their messaging and to their service delivery mechanisms to help the brand connect with clients and prospects on an emotional level that drove desired behaviors. This was exactly the kind of novel information that the company sought in their highly competitive market category.
Case Studies
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Confirming a new emotional approach
As one of the largest banks in the US, the brand wanted to do something different, namely to appeal to consumer’s emotional side. To do this, the bank needed to understand how consumers currently connected with the brand emotionally and compare this emotional profile to the banking industry/ category to set strategy for moving forward.
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Personalizing emotion to drive donations
A well-known research hospital uses emotional response data to identify and measure key drivers of charitable donation behavior.
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Shifting messaging based on emotional insight
A top-5 Clinical Research Organization (CRO) actively changed their messaging and business development materials, focusing on trust and curiosity.