How understanding attention and emotion better can increase loyalty with Diana Lucaci

This episode of Now that’s Significant, a market research podcast features Diana Lucaci, the Co-Founder and CEO of True Impact.

Diana is a Board Member of the Canadian Research Insights Council (CRIC), Canadian Representative of ESOMAR and Committee Member of the Standards Council of Canada (SCC). She holds a degree in Neuroscience and Psychology from the University of Toronto. 

Diana and host Michael Howard (Head of Marketing at Infotools) discuss the value that market researchers can bring, regarding the increase of customer loyalty, when they help their organizations to better understand attention and emotion.

In this episode, we talked about:

• The effect and the need to understand attention and emotion to pull on these things, to draw on these things as well, to understand consumers and to be able to use neuroscience and other means as well to give those traditional methods to try and predict market behavior and help consumers to move through, whether it be your website, your product to choose you at the store, etc., as well.
• We briefly touched on the value of loyalty on a brand as well.
• We touched on the role of traditional research in terms of helping improve the overall neuroscience projects that we're going through as well, and then vice versa as well.
• We had to look at it's not enough just to use things that typically pull on emotional strings, but we have to, I guess, use some carefully and thoughtfully in a way that is contextually relevant to the consumer as well, but also relevant to your brain, too, if you've just got something there for the sake of it, then people do start raising questions and they can quite easily switch off as well. If it isn't that relevant.
• We had a look at some of the content scientist, so they had the concept testing and how it evolved over the years as well in response to innovation and being able to do things now and ours that used to take a lot of years as well, months rather, or days to some really shortening of time and cost as well too, to be able to help marketers to make better decisions in terms of the projects that they're doing.
• You also shared about some of the big mistakes marketers can make are often trying to do too much. Whether that be key messages or CTAs call to actions being able to just focus on one main thing that is directly related to the strategic directives or objectives of the brand or the campaign as well is really key - which is ultimately about being more commercial.
• And lastly Diana touched on some of your favorite projects that you've done as well,

We hope you enjoy the show.