While we may believe that the choices a consumer makes are purely logical, emotions play a vital role in influencing them. In his book Descartes’ error, Antonio Damasio, a neuroscience professor at the University of Southern California, claims that emotion plays a vital role in influencing decisions.
Emotions and feelings from previous experiences affect how customers value different things and shape their decisions. And hence, understanding these feelings can help you, as a business, to stand apart from the competition and develop a perfect brand image in the minds of your audience.
With the help of emotional intelligence, you can analyze customers’ emotions to understand their needs and find a way to connect directly with them and bag more sales.
How to lead with empathy to influence consumer purchases?
When you use emotional intelligence to understand your customers’ needs, you can connect with them emotionally to influence their purchase decisions.
Understand your customers
To understand your customers and their needs, it is important to analyze their emotions. And that’s where facial coding and emotional intelligence come into play.
With advancements in AI technology, it has now become possible to monitor and analyze how consumers react to your products or any content they view. And by analyzing these expressions, you can understand your customers and their preferences.
For instance, when a customer looks at your product, he or she might become happy, excited, or might show no change in expression. And analyzing their facial expressions can help you understand what your customers like about your products or brand and what they don’t.
Develop your products
Once you understand and connect with your customers’ emotions with the help of emotional intelligence, you can develop your products accordingly to influence their purchases.
For instance, let’s say you’re launching a new dog food brand. For the package design, you have to choose between the image of a dog playing with a ball or that of a dog with his owner. Which one do you think customers will like? To find out, you can show test customers both the designs to understand their emotional responses and knoe which of the designs is more popular.
Tell your story
The importance of emotion in advertising is no secret. Emotions play an important role in successful advertising campaigns. For instance, we all know that soft drinks are not good for our health. But soft drink advertisements do not talk about fat or calories; they focus on vitality, happiness, and good times.
Similarly, it is important to develop communications that can emotionally connect with your customers. And once you understand your customers and know how they respond to your products and brand, you can shape your communications to connect with them directly.
For instance, you can develop advertisements that can resonate the most with your customers. You can also leverage eye-tracking to see how effective your communications are. Eye-tracking helps you to monitor what part of your communication or advertisements attracts your customers the most. And analyzing their responses will provide insights to improve your communications.
To summarize, it’s all about empathy — analyzing consumers’ emotions and designing your products and communications accordingly can help create a perfect image brand.
If you’re convinced of the power of emotions and wish to get started with empathy-driven branding, we at Affectlab.io can provide an emotional intelligence platform to help you monitor and analyze consumers’ emotions and generate useful insights.