UX Research
AI is everywhere. But not everything thatâs called âAIâ actually is. From skincare to customer service bots, âAI-poweredâ has become the new marketing currency. Unfortunately, many brands use it without backing it up, leading to what experts now call AI-washing: overstating or misrepresenting the role of AI in a product or service to appear more […]
Travel
Unlocking Traveller Behaviour with Emotional Insights The travel industry is evolving rapidly, and 2025 is shaping up to be a year of major shifts in traveller behaviour. With growing demand for authentic experiences, AI-driven personalisation, and deeper emotional connections, tourism brands must understand not just where people want to goâbut why. A recent BBC article […]
Subconscious
Do you know what is motivating your supporters? In order to influence donors, we need to understand their motivations. At Emotional Logic we help charities understand charity supporter motivations through psychology. Here is an example how our research makes a difference: Within the population we have outer-directed and inner-directed people. An outer-directed person likes to […]
Subconscious
The myth of the rational consumer We like to think of ourselves as rational beings â waltzing through life always making the wisest decisions for ourselves and others, buying products based on careful analysis of benefits and drawbacks, whether itâs a trivial, everyday purchase or a more involved, high value one. If a market researcher […]
Subconscious
In consumer research, it is often easy to forget the human beings behind the data, each with their own stories â including their fears, their motivations and their emotions. Closeness to the customer ensures the individual feels valued and heard â the person does not feel like just another number, neither that they are there […]
Subconscious
What products make you stand out? The goal of any product is to meet the needs of the consumer. The greater the connection between the two, the better the chances of a successful and long-lasting product life. Crucially, brands should complete comprehensive research of their product concepts prior to launch. After all, up to 90% […]
Emotions
AI is currently a hot topic, increasingly used in many realms â including in Market research. There are many advantages to using AI, however, since its full impact has not been understood as of yet, there are some questions we should be asking before using AI to research consumer behaviour. Here are 5 of ours: […]
Subconscious
Is your brand too reliant on the conscious mind? Have you ever tried to remember what you bought the last time you went to the supermarket? And by this we mean every single item you put into your trolley and through the till at the end. And going even a bit further, how about all […]
Shopper Research
As youâre probably well aware within a business there are at least four factors to the marketing mix, with price being one of the most delicate factors. No matter if youâre a start-up or a massive franchise the Decoy effect should be present in your business and hereâs why⊠Imagine youâre in the queue at […]
Social media
If youâre not getting the same attention as you once were from your customers, I wouldnât worry about it. Consumers are more distracted than ever before. âIâm boredâ has been a very prevalent sentence over the past 3 years. Consumers have looked for ‘quick-fixes’ to pass their time during lockdowns. Methods include (but are definitely […]
Shopper Research
Apart from the COVID-19 pandemic being one of the biggest health crises, it has also shifted consumer habits. As consumers have chopped and changed their old habits with new, businesses have wondered whether these changes would be fleeting or permanent… Before the outbreak of COVID-19, consumers were already shifting toward a digital and cashless society. […]
Subconscious
What would the world be without colour? I really couldnât image it, could you? The artist Pablo Picasso once said, âColours, like features, follow the changes of emotions,â colour is a powerful tool that can be used to form a specific image in the mind, influence mood and even influence reactions. Regardless of language or […]
Shopper Research
It can be noticed that stand-out varies strongly by category and that it is affected by âMarketing Presenceâ as well as âDesign Qualityâ. One example is in 2009 Tropicana changed their packaging, and the rebranding actually caused a 20% dip in sales which estimated around a US$33 million loss. One of the key reasons that […]
Hisotry
As October heralds the start of Black History Month in the UK, we have decided to take a look at how brands are celebrating the Black British community in what has been a historic and troubling year. 2020 has been a pivotal year for the Black community; after protests took place around the world, the […]
Travel
Happy World Tourism Day! On the 27th of September every year, the world celebrates the World Tourism Day – this was established by the UN World Tourism Organization (UNWTO). The overall aim of World Tourism Day is to raise awareness that tourism is key to the international community and to show how it affects several […]
Shopper Research
Throughout 2020 the fashion industry has suffered a major hit, with 43% of consumers saying they are less interested in buying things than before (Emotional Logic). This will have a greater impact on the global fashion industry on a whole, changing fashion, forever. Designers and brands need to be current and adapt to time, trends […]
Emotions
How well you are coping with the lockdown may well depend on your circumstances â for those who are with family in a house with garden it will be easier to cope than single people in a flat with no outdoor spaces. We are all less happy since lockdown began â but exercise and keeping […]
Emotions
As the UK lockdown has been extended by at least 3 more weeks, we thought it would be a good idea to check how people are coping. Our survey of 1,000 UK adults [Source: Emotional Logic] reveals that 55% of the population are OK with the lockdown, only 13% are hating it and 32% are […]
