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Alright, imagine you’re at a wild party, and Maya Angelou strolls in with her timeless wisdom: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Classic, right? Well, turns out, that line isn’t just for life advice; it’s also the holy grail of marketing.

Picture this: you’ve got a killer product, but so does everyone else. How do you stand out in a sea of sameness? Cue the dramatic music—it’s all about the emotional connection! In a world where every brand is vying for attention, it’s the ones that tug at your heartstrings that win the game.

Now, traditionally, we’ve relied on the Mad Men types to weave their magic and make us feel all warm and fuzzy inside. But let’s face it, that’s like playing darts blindfolded—hit or miss, mostly miss. And don’t even get me started on those gut instincts or tiny focus groups. It’s like trying to predict the weather with a magic eight ball.

But fear not, my marketing mavens, because we’re living in the age of digital enlightenment. No more lounging on the surface, sipping on feedback like it’s a piña colada. It’s time to roll up those sleeves and get elbow-deep in customer emotions.

Forget the old-school methods; we’re talking about cutting-edge tools that let us peek into the minds of our audience like never before. We’re talking about finding out if our ads are hitting the mark or just landing with a thud. Are they feeling the love or giving us the side-eye? Do they trust our offering or is there lurking doubt?

Take, for instance, this insurance company with a deal so good it made their competitors break out in a cold sweat. They thought they had it in the bag—until crickets. Turns out, their offer was so good, it seemed too good to be true. Who knew? Well, these guys did, thanks to some good ol’ fashioned emotional testing.

So, fellow marketers, it’s time to get down and dirty. Dive headfirst into the world of emotional analytics and figure out what makes your audience tick. Because in the end, it’s not just about selling a product; it’s about selling a feeling. And trust me, feelings never go out of style.


Barnali Banerji, a seasoned customer researcher with over a decade of experience under her belt. She believes: before anything else, companies should know customers as real people. According to her, winning in the marketplace is all about connecting with the human heart and mind, in addition to solving a functional problem.

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