KokoroBites: Start with emotions to build winning propositions

Supercharge your brain cells in 20 minutes with our live webinar series

Don’t default to the rational! How to start with emotions to build winning products, services and experiences

The common problem for brands is that even if they are aware of the power of emotions, when they start to make big decisions – say about the development of a new proposition – they default to rational factors. This is often about the concrete features and benefits; things the business can be sure it is either delivering or not. When these are tested, the questions asked tend to invite rational evaluations. Results are then biased towards options that tick these boxes. The trouble is, when the product hits the shelves it isn’t judged in this way at all. The feel of it trumps the think and sales predictions made on the back of the findings are likely to be inaccurate.

The more effective way is to start with emotions customers want to feel, and design to this. This webinar will show you how you can do just that!

What will you learn?

In just 20 minutes you’ll get our award-winning thinking on leveraging emotions. We’ll show you:

  • Why you need to start with the feelings and think about the thinking later
  • How to explore new ideas, starting with feelings, and testing implicitly – a far more telling way of getting to perceptions than asking “why do you like it?”
  • The brands getting it right and wrong when it comes to connecting emotionally – examples of winning and losing products, packaging, services and experiences to stimulate your thinking

When is it?

Thursday 28th November – 14:00 GMT (15:00 CET, 09:30 New York time)

This is a live session lasting 20 minutes – including 5 minutes Q&A at the end

Who is it for?

Anyone working in market research, insight and analytics, innovation, NPD, marketing, advertising, CX or UX – from startups to global brands

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