In this study, we investigated the significance of values and emotions for brand decision-makers – and how well they deal with them. What we discovered was an “emotional knowledge gap”, showing the importance of a tool such as Emotional Territories.
It is not a technical problem that digitalisation in Germany’s medium-sized businesses is not progressing as quickly as some people wish – it is a psychological one! With Emotional Territories we were able to find out which values and emotions middle-sized decision-makers associate with the topic “digitalisation”. In the study “The Psychology of Digitalisation” you will learn about what makes digitalisation a false giant.