{"id":12776,"date":"2022-07-07T13:51:00","date_gmt":"2022-07-07T11:51:00","guid":{"rendered":"https:\/\/tolunacorporate.com\/?p=12776"},"modified":"2025-04-25T14:20:23","modified_gmt":"2025-04-25T12:20:23","slug":"discovering-authentic-emotions-even-when-they-are-not-explicitly-communicated","status":"publish","type":"post","link":"https:\/\/tolunacorporate.com\/nl\/discovering-authentic-emotions-even-when-they-are-not-explicitly-communicated\/","title":{"rendered":"Discovering authentic emotions – even when they are not explicitly communicated"},"content":{"rendered":"\n

(Part 3 of a 4\u2013part blog series helping brands think like real people)<\/em><\/p>\n\n\n\n

In this, our third blog post exploring how economic and societal pressures are impacting real people, we\u2019re going to be exploring the role that understanding humans\u2019 emotions plays in helping brands innovate and communicate with empathy. <\/p>\n\n\n\n

All of us are living through a confluence of pandemic emergence and economic uncertainty, and all of us are experiencing it differently and are impacted by it in unique ways. Too often, brands get caught up at the macro level, looking at the data and the trends but forgetting there are real people behind the numbers. In early May 2022, we fielded a proprietary study to better understand how people were thinking and feeling amid the shifting trends. Our analysis of that data looks at the trends through the lens of Agile Human Experience Intelligence\u2122 \u2013 a multi-dimensional approach exploring how people\u2019s needs, emotions, personalities, and context influence their decision making and behaviors. We call this approach, GutCheckonomics\u2122. <\/p>\n\n\n\n

Emotions On And Beneath The Surface<\/strong><\/h2>\n\n\n\n

Our first post<\/a> in this series focused on Universal Needs and we saw that, on average, people today across all generations and income levels are operating with deficits in the areas of esteem, love and belonging.  <\/p>\n\n\n\n

In our last post<\/a>, we focused on important elements of the macro-level context in which people are living today. In this post, we will discuss the emotions people are experiencing at a surface level as well as what lies beneath that they may not be expressing as directly.\u200b <\/p>\n\n\n\n

As shown in Figure 1, as they think about the summer ahead, many people say they are hopeful, happy, or excited, but a sizable group is anxious or fearful. These results are self-reports from a list of 8 emotions plus \u2018other\u2019, so are more of a surface-level, top of mind measure of the emotions they are experiencing as they think about what lies ahead for them over the summer months.\u200b <\/p>\n\n\n\n

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Analysis of results from close-ended survey questions for N=1008 people.\u200b<\/em>
Figure 1. Emotions & Feelings about the Summer (Self-Reported)<\/em><\/figcaption><\/figure>\n\n\n\n

But we also asked an open-ended question asking them to describe how they feel as they think about this summer. Below is some of what they said so you can hear their voices directly. <\/p>\n\n\n