We are proud to announce a recent collaboration with Google. Though we cannot go into details of the project, it was fascinating opportunity to see how they worked. Google are a rare company—not often does one encounter a business who can match their product ambitions to their technical ability.
The most original psychological findings in the last decade herald the importance of the subconscious in decision-making. 20th century communications and business was more rational (or thought it was). Advertising started out presenting product information for the rational buyer to decide on. Companies organised themselves as ‘systems’ like the factory line, with measurement tools to allow managers to make informed decisions. We now know that humans decide and act based on their deep seated opinion—their bias. And it is this bias that the Emotional Persona method highlights.