How emotions influence decisions
Editor’s note: Katie Taddei is the vice president of marketing at Qlarity Access. This is an edited version of an article that originally appeared under the title “Emotions Drive Purchases: Why Market Research is Critical to Understanding Your Audience.”
When it comes to making purchases, people don’t just think – they feel. Emotions are at the heart of every decision, often guiding buyers to choices that align with their deeper needs and desires. This emotional connection to products or brands can determine everything from initial interest to long-term loyalty. While it’s easy to assume this applies mostly to consumer purchases, research shows that emotions also play a significant role in B2B decisions. Even in professional settings, buyers are influenced by feelings like trust, confidence and security, guiding them toward choices that feel right.
Understanding these emotional drivers is crucial for any business aiming to connect deeply with its audience. This is where market research becomes indispensable. By tapping into the emotions that shape consumer behavior – B2C or B2B – brands can craft messages and strategies that resonate.
Laying the foundation: How emotions affect decision-making processes
Science has long supported the idea that emotions play a critical role in decision-making. Research demonstrates that when key areas of the brain responsible for emotions are impaired, individuals struggle to make decisions. This highlights a crucial reality: Emotions are not just a layer added to rational thinking; they are fundamental to the process. Buyers often make decisions based on how a brand or product makes them feel, not solely on its features or price.
Take the iconic Coca-Cola vs. Pepsi rivalry. In blind taste tests, consumers often prefer Pepsi. However, when branding is introduced, Coca-Cola frequently wins due to the emotional associations consumers have with it. This indicates that even a product’s taste can be redefined by the emotional experience it evokes; a powerful testament to how deeply emotions influence perception and, ultimately, purchasing behavior.
The role market research plays when analyzing emotional insights
For brands, identifying and harnessing these emotions requires more than guesswork. This is where market research steps in. Market research allows businesses to explore not just what their customers want, but why they want it. Through methods like qualitative interviews, surveys and even facial expression analysis, market researchers can uncover the hidden emotional needs that drive decisions. These needs vary from wanting to feel confident and successful to seeking stress relief or a sense of belonging.
On average, consumers cite 10 emotional needs behind a typical purchase decision. Market research doesn’t just help brands identify these needs – it helps them quantify how well their products meet them. This is critical for refining messaging, improving product offerings and enhancing customer satisfaction.
Why brands must create an emotional impact
Understanding these emotional underpinnings is not just a luxury – it’s a necessity for brands wanting to create a meaningful connection with their audience. Buyers are not just looking for functional solutions; they are looking for brands that reflect their values and emotions. Whether it's the feeling of achievement from using a premium product or the relief of solving a problem with ease, the emotions that a brand can evoke shape the customer’s perception and loyalty.
Brands that effectively tap into their customers' emotions are more likely to build strong connections, foster repeat purchases and create brand advocates. This can be seen in the research findings that indicate customers’ emotional response to a brand, as well as how they feel about themselves when using that brand, accounts for up to 75% of the variance in their likelihood to repurchase or recommend. The more aligned a brand is with its customers' emotional needs, the more successful it will be in the marketplace.
Standing out with data-driven insights
Emotional needs, though intangible, can be uncovered and understood through diligent market research. Tools like surveys and emotional analysis provide brands with the insights needed to design not only effective marketing campaigns but also to create products and experiences that meet the emotional expectations of their target audience. The combination of data analysis and emotional insights gives companies the power to predict customer behaviors and fine-tune their strategies to ensure greater resonance.
This is the essence of modern market research: Turning qualitative emotional data into quantitative business strategies. In a competitive market, the brands that will stand out are those that know how to listen to and act on the emotions of their customers.
Emotions lead to purchases
Understanding the emotional drivers behind consumer decisions is no longer optional. It is a strategic imperative. As market research continues to evolve, it’s offering businesses deeper insights into not only what their customers need but also how they feel. By integrating emotional insights into your business strategy, you can create more compelling products, craft more resonant messages and build stronger, lasting relationships with your audience. Brands that engage their customers’ hearts, not just their minds, are the ones that will thrive. Harness the power of emotions, and you’ll unlock a new level of connection and success for your brand.
Access the right people
Accessing and understanding your audience’s emotions is key to driving impactful decisions, and every voice matters in shaping a successful market strategy.