Topics

Research


Emotive Data: Designing Quantitative Research for Emotional Insight

Emotive Data: Designing Quantitative Research for Emotional Insight

Emotive Brand may not seem like a green eyeshade kind of place. After all, we’re in the business of creating emotional connections between brands and people. You may ask, “Why use quantitative research at all? Isn’t qualitative better for emotional insight?” In fact, we find quantitative research very rich – and extremely useful for building our clients’ brands and businesses. Qualitative insight is important too, but whenever we can, we start with quant. It helps us move the needle on both functional and emotional measures. It also provides a baseline from which to measure change. We recently completed a...
Read more >

Liberate Your Leader

Liberate Your Leader

In the movies, we always cheer for the regular Jane or Joe who looks Big Bad Leader in the eye and tells it like it is, rather than how Big Bad Leader likes it. Then, of course, Jane or Joe is exiled to the ends of the earth as punishment . This is known as “killing the messenger.” History says that angry rulers sometimes killed messengers who brought bad news because they could not separate the news from the person who brought it. Obviously these rulers were bonkers, but the concept of “killing the messenger” never went away. The...
Read more >

The Role of Insights in Brand Strategy

The Role of Insights in Brand Strategy

The Role of Insights As a strategist at Emotive Brand, Carol Emert leads client engagements with a focus on close collaboration, deep insights, and compelling storytelling. Her passion is to deeply understand the unique truths of each client – their goals and vision, challenges and opportunities, people and purpose – and create strategy that propels them toward their highest aspirations. In this post, she offers her thoughts on the powerful role of insight when it comes to creating a resonant and meaningful brand strategy. What’s your best definition of an insight?   Insight is, by its nature, tricky to...
Read more >

Customer Journey Mapping: The Key to Delivering on the Experience You Promise Customers

Customer Journey Mapping: The Key to Delivering on the Experience You Promise Customers

Everyone’s Offering ‘A Great Experience’ Today, brands that aren’t focused on the entire customer experience simply can’t compete. Every touch point counts. Every interaction matters. Brands are expected to live up to their promise at every moment. And to do so, everyone within a business must behave in ways that help make this promise ring true authentically. We see a lot of brands today differentiate themselves on “great experience” or “unparalleled service.” But in order for businesses to truly commit to creating unrivaled customer experiences, they have to fully align their value with what people truly care about and...
Read more >