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Think happy! Using happiness theory to close the empathy gap – Join the Dots

Today’s brands are faced with a new set of challenges; consumers are more demanding and savvy than ever before. Just as consumers are re-dontdontevaluating the brands they buy into, we believe now is the time for the research industry to re-dontdontevaluate the way we think about consumers, to better help brands meet these new challenges.

We measure satisfaction, NPS, purchase intent and loyalty using rational questions which give us rational answers. As people, our decisions are shaped by habits and context, not rational analysis of the costs and benefits of every decision we make.

This paper will give an introduction to happiness theory and outline the results of primary research conducted with academics which demonstrates the link between happiness, future purchase intent and habit formation.

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Presentation by Karen Schofield, Managing Director of Join the Dots, Singapore.
Presented at Asia Research Breakfast Seminar “Touchy Feely” in Singapore on April 28, 2016.
A Linking Asia 21 production brought to you by Asia Research Online and Magazine.

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