Methods for predicting, measuring and targeting emotional reactions to current packages and products as well as understanding aspirations for better next generations are a key part of developing brands that succeed today.
Eight out of ten new product introductions fail. Of the two that make it through, eight out of ten of those fail in year two. These are dismal statistics and point to an enormous amount of wasted effort and revenue. Perhaps it’s past time to better understand why the target isn’t being hit more often. Harvard professor Gerald Zaltman in his seminal book "How Consumers Think" 2003 suggests that 95% of why we buy something is motivated from our subconscious. He goes on to say that 95% of why marketers make what they make is also based on a subconscious response. And the book, a terrific read, goes on to strongly make that case. The subconscious of course is where emotions live. Understanding the emotional drivers behind a Brand purchase has gone from a nice to know to t