We cannot explain emotions, they just happen – they are the shortcuts to decisions which make us impulsive, irrational and hard to predict. Yet for decades market researchers have tried to measure rationalised versions of the way we think using rating scales, scores and rankings…thankfully things have started to change.
We now know more about the dominance of fast thinking; behavioural bias and priming and the inherent irrationality of decisions sparked by an emotion.
This is the world we live in.
We work hard to understand the emotional sparks and connections that make life interesting, which encourage people to try something different or behave in an unexpected way. It is a far less predictable world than we would like, but when you start to understand it – possibilities and opportunities follow.