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Emotions are the central organizing process of our thinking and behavior. What makes this process so messy – so frustratingly and beautifully messy! – is that it is driven less by immediate response to discrete stimuli and more by the ever-changing and ever-unstable tone and tenor of our relationships. What that means for brands is that affinity and loyalty is the result of how we feel about being in a relationship with (i.e. consumers of) those brands. The smart brands are figuring this out and driving the movement toward customer-centricity and conversational marketing.

This insight isn’t wholly new. In 1740, the philosopher David Hume asserted in his Treatise on Human Nature that “Reason is, and ought to be the slave of the passions and can never pretend to any other office than to serve and obey them.”MORE…

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Stories surround us, from coworkers recapping a weekend away, to smells and tastes, to memories we acquire throughout our life. As humans we inherently wear the hat of storyteller and we weave our experiences into truth and fiction; depending on who you are, that title also comes with varying degrees of embellishment. For better or for worse we are all liars.

“Scientists have discovered that the memories we use to form our own life stories are boldly fictionalized.” — Jonathan GotschallMORE…

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We all agree that emotions are powerful drivers of consumer behavior and decisions. But researchers need tools to measure consumers’ emotional state, and an analysis framework to make results usable and actionable.

At Communispace, our communities encourage a safe and trusting environment for our members, however, we have begun to leverage Emotion Centric Explorer to uncover community members’ emotional reactions to a study subject.MORE…