Emotional connection
Emotional connection, we all have it but we are often not aware of it. Emotional connection means that you have an emotionally driven preference for a particular brand or product, this preference is often subconscious. Forum Research has been researching emotional connection for many years. When we ask someone the direct question about which brands or products they feel emotionally connected with, they often remain silent, or a single brand reluctantly emerges. However, when we examine through our implicit experience research in a specific industry or market the experience that people have with different players in that market, we find great differences. Where do these come from?
Emotional connection is rooted in subconscious needs
The source of emotional connection is found in our subconscious intuitive system, which is where our needs and drives (deep needs) reside. We let these motivations drive us to many choices, but those drives are not functional in most cases. We make choices based on emotional drives or drives that make us feel like a better person. We wear clothes that are an extension of who we are, we eat and drink things we like or can enjoy, and we go to the supermarket where we feel most at home. Basic research has shown that the vast majority of the choices we make day in and day out are emotionally driven. We choose brands with which we have a subconscious emotional connection.
Research on emotional connection
Building emotional connections begins with good research! This research requires tapping into the subconscious intuitive system. However, we answer most traditional research questions from our conscious cognitive system. You may get answers, but whether they actually reveal why we make the choices we do is questionable. As a research firm, we have developed methods that tap directly from the subconscious intuitive system with neuroresearch. We have both qualitative and quantitative solutions to give you insight into what is happening in the subconscious brain of your customers or employees with regard to the choices they make. We identify their needs and drives, but also the emotional connection they have with your brand, a customer journey, or your employment.