The Rational Heart

As researchers, we know that talking about emotion is the easy part, it’s measuring the true emotions of our consumers that is the real challenge. At the Rational Heart, we have developed a proprietary approach to measuring emotions that tells you how your customers really feel, delivering actionable learning about the specific emotions you can build strategies around. Our approach - The Rational Heart’s method allows you to measure how consumers feel about any important stimulus. We then uncover how people “feel” about it, not what they “think they feel” about it. This approach to measuring emotions starts by tapping into a person's System 1 brain. Our innovative & proprietary technique elicits, measures, and analyzes latent emotions. We apply behavioral economics, psycho-evolutionary theory and Bayesian statistics to go beyond the overt and access the non-conscious brain processes. The Tool- Our 3-minute, web-based tool can be applied across different survey platforms and can be combined with other research questioning structures. It can be a standalone service or, ideally, used in conjunction with existing or planned market research efforts, helping your existing research deliver even more insightful learning. Application - The Rational Heart easily plugs into your current marketing research projects and can be used across Brand trackers, Segmentation studies, NPD, Ad/message testing, Customer experience and satisfaction research, helping you learn how your consumers are really feeling and helping you By discovering which emotions lead customers to connect with your brand (or not), you can create more compelling messages and establish a better relationship with your customers. The Rational Heart has a proven track record working with large, national and international brands. We help brands unlock new opportunities by developing an understanding of how to connect with your target audiences on an emotional level.