Decoding the brand DNA
Emotional Logic offers a tool suite that enables brands to identify which consumers have an unconscious preference for their brand and which emotional drivers contribute to this preference. Knowing this information helps brands to further understand what makes up the DNA of attraction to their brands.
Consumer preference for a brand is made up of conscious preference (it makes sense to buy this because...) and unconscious preference (having this feels good). Our research has found that consumers who have an aligned preference – where conscious and unconscious preference is for the same brand have a likelihood of 90 percent to buy this brand most often.
This is way above levels for conscious preference – where in some cases maybe only 1/3 of the consumers who state a preference actually buy the brand most often. Aligned preference is measured through the ELIOT test.