Include Emotions in Your Research
The range of what we think and do is limited by what we fail to notice. And because we fail to notice that we fail to notice, there is little we can do to change; until we notice how failing to notice shapes our thoughts and deeds.
—R.D. Laing
The ASCI says that “the analytics employed to turn data into information are for the most part not good enough.” I would go a step further. Even if the analytics deployed were the most advanced, if there was no data about customer emotions, the organization could still miss the biggest drivers of value in the experience.
In Chapter 2 and Table 2.5, we shared that in our research we have found that emotions affect 48 and 49 percent of value in the ...
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