Emotional analytics: Why is it relevant?

In a world of data driven marketing, we’re often quick to overlook the role of unconscious preference in brand bias.

With no conscious effort, we form opinions about brands whenever we encounter them, also when we’re not actively looking to buy something. Modern neuro-science studies have clearly demonstrated how our unconscious reactions dominate over our conscious thoughts.

An emotional reaction in favor of a brand will create positive bias. After surveying the purchase behavior of 400,000 respondents across 72 categories in 35 markets, one of Wavemaker’s key insights is that such bias, formed before people even are in the market for a product, plays a fundamental role when they move on to make a purchase decision. A brand with high positive bias is much more likely to convert than a brand with low or no bias – and the multiplying effect of positive bias onto sales ranges between 5 and 9 times, depending on the category.