Why FedEx is researching consumer emotions to help deliver a new brand strategy

FedEx, the logistics company, is measuring consumer emotion as a means of tracking the most significant painpoints in the customer journey.

FedEx is placing emotion-led research at the heart of its attempts to understand evolving consumer needs, as the logistics firm aims to better serve this increasingly vital audience.

For most of its 41-year history, the Memphis, Tennessee-based enterprise focused on making sure business-to-business deliveries traveled flawlessly from their origin to destination. But the rapid growth of online retail – and new business models, rig