Bono, the internationally acclaimed venture capitalist, businessman, philanthropist, and musician, once lamented “We thought we had the answers, it was the questions we had wrong!” Regardless of how extensive customer research may be, if the findings used to make decisions are flawed, not only will companies waste valuable resources but they risk being dangerously misled.
How can this be avoided?
In these increasingly challenging times, engaging B2C or B2B customers begins with understanding what shapes their beliefs and drives their behavior. And that starts by uncovering the emotions that motivate them. 70% of all decisions are driven by emotion. Metrics and data may inform but they don’t explain. The new competitive landscape, populated by consumers and businesses traumatized by Covid 19, demands companies step outside their comfort zone and embrace the power of emotion.
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
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!
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.
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.
A compelling new tool to help savvy executives uncover the secrets that make a tangible difference.
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