Unignorable: DDB Worldwide Launches the Feels Barometer to Decode Human Emotion

The Crisis of "Meh" and the Power of Emotion

In a world saturated with data and algorithms, advertising often struggles to break through the noise. DDB Worldwide recognizes this challenge and has unveiled the Feels Barometer, a groundbreaking tool designed to measure and leverage human emotion at scale, combating the "meh-ification" of modern marketing.

Tomas Gonsorcik, Global Chief Strategy Officer at DDB Worldwide, highlights the problem: "Brands are spending more but moving people less." He argues that since emotions drive the vast majority of our decisions, brands need to prioritize feelings, not treat them as an afterthought. The Feels Barometer aims to make brands "unignorable" by tapping into the very heart of human experience.

"If, according to pioneering behavioral psychologist Daniel Kahneman, 95% of decisions are emotionally driven, then why are so many brands still treating feelings as an afterthought?" - Tomas Gonsorcik, Global Chief Strategy Officer at DDB Worldwide

Decoding the Human Experience: The Science Behind the Feels Barometer

Developed in partnership with insights agency TRA, the Feels Barometer utilizes cutting-edge projective techniques and an impressive research foundation. This includes insights from leading global experts in emotions and psychology, over 140 hours of in-depth qualitative research across cultures, surveys of over 16,000 individuals in eight countries, and analysis of 100 real-life emotional triggers.

This tool goes beyond simple positive-negative sentiment analysis. It delves into the nuanced texture of feelings—their intensity, cultural variations, and even sensory associations like color, shape, and temperature.

Global Trends and Local Nuances: The Art of Emotional Connection

The Feels Barometer reveals both universal emotional trends and significant regional variations that influence consumer behavior. While certain experiences, like the thrill of a bargain, resonate globally, the research emphasizes the importance of tailoring campaigns to connect with specific cultural contexts.

This empowers global brands navigating local markets and single-market brands alike to understand shared values and crucial distinctions across subcultures and demographics.

Key Insights: Surprising Discoveries from the Feels Barometer

The research unearthed fascinating insights into the modern emotional landscape:

• The joy of snagging a deal rivals the happiness of major life milestones.
• AI evokes both excitement and existential dread, presenting a unique opportunity for brands to engage authentically with this complex emotion.
• Nostalgia is a powerful force, offering comfort in uncertain times and proving "retro-fication" to be a potent creative strategy.

A Game Changer for Creatives: Fueling Emotional Creativity

"The Feels Barometer supercharges our ability to understand the deepest emotional insights and how people genuinely feel about the things that matter most to them. Simply put, it's a game changer for us," says Chaka Sobhani, Global President & Chief Creative Officer at DDB Worldwide.

Integrated into DDB's strategic and creative process globally, the Feels Barometer, part of DDB's proprietary AI tool stack – RAND DDB, will help brands create campaigns that resonate on a deeper emotional level. Clients gain access to detailed reports, interactive workshops, and tailored applications of the tool specific to their industry.

Claiming Share of Heart: Beyond Eyeballs to Emotional Memory

In today's competitive landscape, the most valuable asset isn't media placement—it’s a lasting emotional connection. The Feels Barometer empowers brands to forge these connections and claim their share of heart.