Even when people are not trying to hide their emotions, reading their facial expressions is often quite misleading. We know that facial expressions can mislead us, so why is there a burgeoning research industry in using AI to read facial expressions.
Invariably, due to factors that have nothing to do with the actual efficacy of the product, the consumer will form their opinion of its effectiveness according to their experience of use.
If you wish to understand how your brand works, you need to understand how the communications and sensorial experience of your brand takes the consumer on an emotional journey.
91% of motorists in the UK believe that they are above average drivers. Is there a similar statistic for Marketers?
As consumers’ spending power decreases how will they react? We may see some brands doing very well even as their category suffers dramatic decline, while other brands experience calamitous declines out of all proportion to their category.
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