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For CMO Professionals

Research Overview: Emotion

A Guide To Our Emotion-Related Research

January 11, 2021

Why Read This Brief

Emotion is the foundation of consumer decisions, but organizations often prioritize hard data over the challenge of understanding emotions. New scientific insights as well as new measuring tools allow brands to more effectively design messages and experiences that tap the right emotions. This research overview compiles Forrester's body of recent emotion research to help CMOs — and other leaders across the enterprise — update their understanding of emotion, reassess its importance, and apply new insights about it throughout the customer lifecycle.

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