Your customers’ emotions matter
![](https://www.forsta.com/wp-content/uploads/2021/11/IG_0007_Your_Customers_Emotions_Matter_1200166092_1440x810-1024x576.jpg)
Forsta commissioned Forrester Consulting to investigate the motivations underlying consumer decision-making.
The results were conclusive:
emotions don’t just matter, they drive business outcomes.
The way customers think and feel
explains why they take action
![](https://www.forsta.com/wp-content/uploads/2022/03/EB_0007_Your-customers-emotions-matter_source-files_1.png)
Brands can predict business outcomes by examining how their customers think and feel.
A one point* gain in average positive thoughts or feelings toward a brand — Increases the likelihood of…
*point scale of 1–5
![](https://www.forsta.com/wp-content/uploads/2022/03/EB_0007_Your-customers-emotions-matter_source-files_2.png)
To understand customers and predict business outcomes, some data is better than others.
The study found Big Data such as:
Consumer Brand interaction frequency
Consumer Brand
time subscribed
Consumer Brand
purchase frequency
are NOT statistically relevant indicators of the intent to continue subscribing, loyalty, or advocacy
Related resources
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