Common Emotional Motivators Behind Consumer Behavior

It is common knowledge that emotions are powerful drivers in the purchase decision process.  Forging an emotional connection with customers can lead to big payoffs for companies. Consider this example: a major bank launched a credit card that emotionally connected well with Millennials, increasing use among this segment by 70% with 40% new accounts being opened. “The New Science Behind Customer Emotions,” published in Harvard Business Review, details research across hundreds of brands that uncovered ten common emotional motivators behind consumer behavior. Companies that understand their customers’ emotional connection to their brand and their emotional motivators generally will better attract and keep customers. While there are hundreds of potential emotional motivators, here are ten common emotional motivators:

Understanding the Specific Emotional Motivators in Your Product or Service Category

In order to make an emotional connection with potential users of your product or service, it is important to understand the distinct emotions in the context of when your product or service is used.

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Should you use a professional moderator for your online research project?

Reasons for Using a Professional Moderator for Your Online Research Project

Using a professionally trained moderator increases your chances of uncovering business-building insights during your research project because the moderator will:

  • Establish actionable objectives
  • Create an effective research design
  • Bring an unbiased perspective
  • Probe and effectively guide the discussion
  • Focus solely on the research
  • Summarize the key insights

Establish actionable objectives

A trained moderator will begin by first understanding the business need or opportunity that has prompted the research.  Next, they will want to know the objectives of the research.  A good moderator may ask, “What does success look like at the end of this project?”  This question at the start of a project will help your team clarify what really needs to be learned.  Establishing clear, actionable objectives will identify the key topics and help to frame the design of the research.

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