When I talk to consumers about a basic, everyday product, something they use without thinking, it’s often surprisingly hard for them to express how they feel! They can describe what it does, but articulating the emotions behind it? That’s a different story entirely!

 A global FMCG brand came to us facing exactly this challenge. They knew what consumers were doing in different countries, but not why. They had big-picture data, but they needed to uncover the functional and emotional nuances that drive behaviour and innovation across global markets.

To get them the answers they needed, we used our proprietary deep psychological projective technique. Instead of asking what do you think?, we ask what images describe what you feel?

Images, metaphors, and stories give us a window into cultural nuance, uncovering emotional truths that words alone can’t capture! It goes beyond the obvious!

Through this work, we identified:

1. Two distinct emotional need states

2. A range of human truths that were culturally expressed in unique ways.

3. By visualising the emotional worlds of consumers, we helped stakeholders see and feel their audience’s perspectives, turning abstract insights into tangible strategic and creative direction.

What I’ve learned is simple: when you understand the emotional lens of your audience, you don’t just collect insights, you truly have the power to connect with consumers across cultures!

In a complex, fast-moving world, uncovering the subconscious isn’t optional, it’s essential to give your brand a strong and sustainable competitive advantage.