Experiential EQ and the power of experience: Human need, emotion and its effect on brand memory

Abstract

Experiential marketing is a growing discipline, and marketers have demonstrated inconsistent insight and knowledge concerning what is effective and meaningful for their consumers. GMR Marketing has been working to better understand human attitudes and behaviour to build a smart perspective and proprietary approach to the practice. Consumers are looking for brands that build practical solutions, but also ones they connect with emotionally. Experiential EQ is a construct that defines motivations in terms of emotional need. These emotional needs were shared with us through both qualitative and quantitative research done in the summer of 2017. When done right, brands have the opportunity to build experiences that solve the universal needs we unearthed with emotional benefits that build meaning and memories.