Insights into Emotional Trigger Research

How to Avoid the Right Answers to the Wrong Questions

The internationally acclaimed venture capitalist, businessman, philanthropist, songwriter and musician, Bono once famously lamented “We thought we had the answers, it was the questions we had wrong!”

This confirms our theory that regardless of how diligent your process is to arrive at the right solution, if the basis upon which you’re making decisions is flawed, not only will the solution or end deliverable but wrong, but it will be a huge waste of valuable resources. How can this be avoided? By asking questions from the start that will illicit the insights necessary to move forward in the right direction. In this article we demonstrate the difference between direct questions that often lead to misleading answers and provocative unexpected ones that provide an actionable path forward.

Sample the Secret Sauce / Part Two

The “What Aren’t They Telling You?” podcast introduced Emotional Trigger Research and how it goes beyond what customers say to reveal what they really mean. In this 6-minute follow-up podcast with our strategic partner Jaye Donaldson, CEO of the Donaldson Group, we share an example of a provocative B2B open-ended question and discuss how it uncovered a completely unexpected emotional trigger than led to a 30% increase in a company’s new business closure rate.

Website: donaldson-group.com

Sample the Secret Sauce / Part One

The “What Aren’t They Telling You?” podcast introduced Emotional Trigger Research and how it goes beyond what customers say to reveal what they really mean. In this 6-minute follow-up podcast with our strategic partner Jaye Donaldson, CEO of the Donaldson Group, we share an example of a provocative B2C open-ended question and discuss how it uncovered a completely unexpected emotional trigger than led to a 60% sales increase.

Website: donaldson-group.com

What Aren’t They Telling You?

Join Jaye Donaldson, CEO of the Donaldson Group, our newest strategic partner, and me for a conversation of how business leaders across the spectrum have derived success from Emotional Trigger Research.

The Donaldson Group is a leading brand and digital marketing firm, focused on supporting B2B companies with communications solutions as they anticipate change through growth, mergers, repositioning, reorganization and other market forces.

Website: donaldson-group.com

Part 2: Get What You Want From People Who Don’t Want To Give It To You

Frustrated by an inability to understand your customers at a deeper level? That’s because when customers agree to participate in an in-depth interview they usually have a good idea in advance what they’ll be asked giving them time to frame a response that is often part truth, part wishful thinking and part reinvention. But you CAN uncover more actionable insights by taking a disruptive approach!

Part 1: Why Conventional Market Research Isn’t Enough

Drowning in facts but lacking the genuine insights needed to solve complex problems? Today information comes at us like a firehose! And while many companies are drowning in a tsunami of facts they still thirst for the genuine insights needed to solve complex problems.

Embrace the Power of Emotion

Is your company locked in a fierce competition to decode what customers really want and how best to engage them? Hear Linda Goodman share an example of how Emotional Trigger Research transcends what your customers say to unearth what they really mean.

What is Emotional Trigger Research?

Why Librarians Don’t Rule the World

Increase Sales by Disarming and Engaging Your Customers