Behavioral Science tells us that emotion is the key driver in how consumers experience a product in all moments of truth, that product experience shapes and defines the relationship between consumers and brands, and the strength of that critical relationship will directly drive brand performance.
The moments of truth that impact this important relationship are:
Zero Moment of Truth, when the consumer is considering making a purchase
First Moment of Truth, when the consumer is examining the product on the digital grid, or shelf
Second Moment of Truth, when the consumer experiences the product or service after the purchase
Emotion is instinctive, and while it plays a role in all three moments of truth, it most strongly impacts the Second Moment of Truth, when the consumer experiences the product after purchase. It is a measure of satisfaction with the product and directly affects the decision to re-purchase, and therefore, drives brand growth.
Consumers make choices based on product promise, often conveyed through the package and product usage can either confirm their expectations or lead to disappointment. This emotional response to their experience will drive the decision for repeat purchase.
We have chosen a non-intrusive biometric technology to measure emotion and to quantify its effect in the decision process.
Our unique expertise in the principles of Behavioral Science coupled with this innovative technology allows us to provide a 360 degree view of the role emotion plays in the choice process often revealing hidden insights into product experience.