Using emography in branding is one important way to leverage heartset, since consumers are attracted to brands that reflect how they want to feel about themselves and be perceived by others. Creative strategies underpinned by emographic insights are more powerful, more resonant and speak more deeply to the core of the consumer, leading to better engagement and results. Understanding heartset can also better inform marketing funnels and metrics, adding context to nurture cycles and informing performance marketing strategy. Even product value propositions can benefit, allowing product marketers to build solutions that solve unmet emotional needs.
Tapping into human behavior is a cornerstone of marketing, and to do that well, marketers must understand people at their truest and most subconscious layer. Brands that will win with the next generation of buyers are those that look at their consumers three-dimensionally and holistically—understanding who they are, what they do and why they do it. Unlocking emography as the new frontier of consumer insights is a way to future-proof your business, both in the present and in the long run.
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