A case study on how GlaxoSmithKline is building an emotional strategy in its business GSK was represented by Donna J Sturgess at the World Innovation Forum.

Now more than ever before emotion is saturating buying decisions and marketing needs to tap into this and use new ways to research and connect with customers.

A recent study determined:

15% of decision making is rational
85 % of decision making is emotional

Another Harvard study said that only 5% is rational. Major industries are clearly focused only on the rational. But marketers are clearly ignoring the 85% that really drives the buying decision. A good strategy should have 2 parts the rational and the emotional – and don’t think the rational isn’t important – it is – but it needs to come together with emotion to form a powerful bond.

For Example – Imagine a woman who goes to Chanel for shoes but buys towels for her home at Costco. It makes you wonder if we have segmentation all wrong? Perhaps people segment to brand rather than brands segmenting to people. Because in that example she is behaving one way in shoes versus exhibiting another behavior for home décor.

Brands don’t segment consumers — consumers segment brands

You have to get up close and personal with your customers – you will never get this kind of insights by reading a chart or a fancy spreadsheet.

By the way, the emotional side gets messy – and most of us are incredibly busy and don’t feel like we have the time for this – which is why only 8% of marketers have shopped with their consumers lately.

I am convinced this is the next frontier in marketing. When you are highly relevant and deeply resonate with your customer base you can thrive in tough economic times.