Further research can add to their understanding of those motivators. First, companies should inventory their existing market research and customer insight data, looking for qualitative descriptions of what motivates their customers-desires for freedom, security, success, and so on. The process can be divided into three phases. They describe how firms can identify and leverage the particular motivators that will maximize their competitive advantage and growth. To remedy that problem, the authors have created a lexicon of nearly 300 “emotional motivators” and, using big data analytics, have linked them to specific profitable behaviors.
Yet building such connections is often more guesswork than science. When a company connects with customers’ emotions, the payoff can be huge.