Home Resources Infographic Your customers’ emotions matter

Your customers’ emotions matter

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

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

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

Data sheet

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