Trends Report

The CMO’s Guide to Emotion

A Guide To Our Emotion-Related Research

January 11th, 2021
Jim Nail, null
Jim Nail
Sarah Dawson, null
Sarah Dawson
With contributors:
Emily Collins , James McQuivey, PhD , Rick Parrish , David Truog , Steven Casey , Ian Jacobs , Anjali Lai , Kelly Price , Caroline Robertson , Chahiti Asarpota


To draw the “human picture,” marketers need more than the standard demographic or even attitudinal data. Understanding the emotions that drive human decision-making infuses these dry statistics with life. New scientific insights as well as new research tools allow brands to capture the emotions driving consumer purchase decisions more effectively and describe the emotional context of the brand relationship. This report helps CMOs update their understanding of emotion, reassess its importance, and collaborate with colleagues in other functions to activate new insights about it throughout the customer lifecycle.

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