Emotions are a driving force in many of the decisions we make on a daily basis as humans.  While it is very difficult to truly predict how consumers will act when faced with a decision, we can use many different research methods to better understand how certain stimuli impact decisions.   

How does aroma impact or bring back certain feelings?  

How does this differ base upon ethnicity and gender?  

What role does color play in the consumer emotions?

By understanding these reactions we can get closer to better predicting how consumers will behave when presented with these different stimuli.  Going further, how do we use the voice of the consumer that we can capture from social media to better understand their strong or weak emotional attachments with different factors in their lives.

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