Beyond the Numbers: Unveiling the Emotional Drivers of Consumer Behavior 

Overall takeaways from the track follow, but click the below links to dive into each session:

1. Navigating the Synthetic Data Landscape: Unleashing New Frontiers in Market Research: Yogesh Chavda, Director, Center for Marketing Solutions, University of South Carolina 
2. Winning Stakeholders through Wizards, Wristbands and AI Wonders: Casting the Magic of Psychographic Segmentation: Louise Leitsch, Director of Research, Appinio & Michelle Raab, Senior Director, Insights & Strategy, WK Kellogg Co 
3. Colgate Media Effectiveness– WOW!: Kathy Lesner, SVP, Client Director, Toluna & Cory Cunningham, Director, Oral Care Insights, Colgate-Palmolive 
4. Unlocking the Power of Emotional Insights in a World of Data-Driven Advertising: Jennifer Adams, SVP, Digital Hives and Online Communities, Big Village & Lauren Zweifler, Former SVP Insights & Research, Formerly NBCUniversal 
5. Reimagining Pricing Research: AI Agents and System 2 Thinking: Mike Deinlein, VP, Corporate Innovation, Burke & Kirstin Hamlyn, Senior Research Manager, Microsoft 
6. Using AI to Conduct Qualitative and Quantitative Surveys: A Case Study and Demonstration: Leib Litman, Chief Research Officer, CloudResearch & Shubh Punj, Senior Associate, Customer Insights, Dow Jones
7. Haleon’s New Human-Centric Approach to Demand Spaces: Jim Longo, Co-Founder & Chief Strategy Officer, Discuss & Litthya Báez, US Portfolio Lead, Consumer & Shopper Insights, Haleon 

Key Takeaways 

1. Qualitative Research Reveals the ‘Why’: Moving beyond traditional methods to explore the deeper emotional drivers through storytelling, ethnography, and online communities. 

2. Storytelling Drives Emotional Connections: Consumers remember stories far more than statistics, which brands can use to build stronger relationships. 

3. Leveraging Technology for Scale: AI tools are transforming qualitative research, enabling the collection and analysis of vast amounts of emotional data from consumer communities. 

The Heart of Consumer Insights: Why Qualitative Research Matters 

The day kicked off with an exploration of why qualitative research is indispensable when it comes to understanding consumers. Traditional quantitative metrics, like reach and impressions, simply don’t capture the emotional nuances that fuel decisions. As Jennifer Adams pointed out in her session, about 90-95% of consumer choices are driven by non-conscious emotional factors—meaning that simply asking “why” isn’t enough. By digging deeper into the “how” and “then what” through ethnographic studies and longitudinal research, brands can better understand the emotional drivers that lead to loyalty. 

This is where qualitative research shines. Methods like ethnography allow researchers to observe consumers in their natural environments, capturing raw, unfiltered insights that go far beyond surface-level answers. These insights, often gathered from immersive, video-based methods, reveal how people feel, what they value, and how their behavior evolves over time. In a world driven by data points, it’s these emotional connections that make a brand unforgettable. 

AI: A Tool to Scale, Not Replace, Human Insights 

While the emotional connection to consumers is paramount, AI is emerging as a powerful tool to scale qualitative research. The TMRE sessions highlighted how AI can sift through massive amounts of data, quickly identifying patterns, trends, and emotional sentiments. AI-powered platforms like Recollective are helping researchers sift through hours of video diaries, online community feedback, and other unstructured data to uncover the underlying emotions that guide consumer decisions. 

However, AI’s role is not to replace human researchers—it’s to assist them. By automating repetitive tasks like data analysis, AI frees up researchers to focus on interpreting the results and drawing actionable insights. When combined with human intuition, AI can amplify the scope and scale of qualitative research, enabling brands to collect rich, real-time insights from hundreds or even thousands of consumers. This fusion of human and machine is shaping the future of research, allowing brands to better engage with customers on a deeper emotional level. 

Storytelling: The Secret to Lasting Brand Loyalty 

Throughout the day, one theme emerged consistently: storytelling is an incredibly powerful tool for fostering brand loyalty. It’s not just about gathering data; it’s about crafting a narrative that resonates emotionally with consumers. As Jennifer Adams highlighted, people are 22 times more likely to remember a story compared to statistics. This insight is crucial for brands looking to create lasting emotional connections. 

Storytelling creates a bridge between data and human experience. When researchers gather stories from consumers, they don’t just collect isolated facts; they uncover the context, motivations, and emotions behind decisions. These stories provide a much richer, more relatable way for brands to communicate their messages and connect with consumers. Whether it’s through a video diary, an ethnographic study, or a consumer panel, stories offer deep, actionable insights that can shape everything from marketing strategies to product development. 

Building Communities

One standout takeaway from the day was the importance of creating and maintaining engaged consumer communities. These aren’t your typical focus groups—today’s online communities are dynamic spaces where consumers actively shape the products and services they love. As brands like Warner Bros. and the Shift Retail Lab at VCU have shown, the key to successful market research is engagement, not just observation. 

These communities allow brands to engage with consumers in real-time, fostering a two-way dialogue that builds trust and loyalty. For example, Warner Bros.’ A-List community allows fans to not just consume content but to participate in shaping it, offering feedback, sharing experiences, and influencing future decisions. In these communities, consumers don’t just feel heard—they feel valued. This deepened engagement leads to more meaningful insights and stronger, more lasting relationships with brands. 

The Future of Research: Emotional Connections at Scale 

TMRE 2024 emphasized that the future of market research is all about blending emotional insights with cutting-edge technology. While AI and data platforms will continue to scale the speed and reach of research, it’s the human element—the emotions, stories, and personal connections—that will always drive success. Brands that understand the “why” behind consumer behavior and use storytelling to forge connections will have the upper hand in building brand loyalty that lasts a lifetime. 

As we move forward, the research landscape will continue to evolve, but one thing is clear: emotions will remain at the heart of every great brand story. Technology might help us gather more insights, but it’s our ability to empathize, connect, and tell compelling stories that will ensure brands stay relevant and loved for years to come. 

10 KEY ACTIONABLE TAKEAWAYS

1. Qualitative Research “Why”:
   • Action: Conduct one ethnographic study to observe consumers in their natural environment.
2. Storytelling Connections:
   • Action: Incorporate customer stories into your next marketing campaign.
3. AI for Scale:
   • Action: Explore AI-powered platforms for analyzing qualitative data.
4. Emotional Drivers:
   • Action: Analyze past customer feedback for recurring emotional themes.
5. Human Insights:
   • Action: Schedule a team meeting to discuss the human interpretation of AI-generated data.
6. Ethnographic Studies:
   • Action: Plan one video-based ethnographic study to capture consumer behavior.
7. AI Assistance:
   • Action: Use AI to analyze existing video diaries or online community feedback.
8. Storytelling Power:
   • Action: Craft one brand story based on collected customer narratives.
9. Building Communities:
   • Action: Research platforms for creating an online customer community.
10. Emotional Connections:
    • Action: Develop a strategy to incorporate emotional insights into product development.