An individual's emotional connection to a brand undeniably plays an important role in their engagement and loyalty. But is it possible to measure 'pure' emotions using rational questions? By their nature, emotions are not things that one can rationalise. Perhaps a more pertinent question is: Can we construct an emotional framework (via quantitative questions) that adds valuable insight to our clients? And the answer is YES!
Alcoholic drinks: what's trending?
The alcoholic drinks industry, like many others, has experienced an interesting journey over the past few years. Regulatory changes and barriers, demographic shifts, changing consumer preferences, increased concern about health and technological evolutions are just some of the reasons why the market place has been disrupted.