Applied Emotions for research and consulting

WE GIVE YOU A MAP TO UNDERSTANDING HUMAN VALUES

People are confusing. Two people can display very similar behaviours, but have very different motivations. For example owning the latest iPhone could be driven by a need to be ‘seen’ to have the best, or by the desire to stay safe in the digital world. Both motivations are valid, but have very different perspectives on the same behaviour.

We have been researching human motivations and values for over 40 years and have collected data from over 1 million respondents in 26 countries. We can prove that human values serve as a critical lens to interpret behaviours beyond surface actions.

By applying values-based insights organisations anticipate emotional drivers behind decisions, enabling strategic guidance that fosters resilience rather than reactive responses to market changes. This in turn supports the creation of authentic connections by aligning offerings with core human motivations and transforms raw data into actionable knowledge that improves communication, engagement, and leadership. We call this creating foresight, building on insights from research and creating actionable predictions about the future.

EMOTIONS ARE THE FOUNDATION

While businesses obsess over tracking behaviours, many overlook the influence of emotions by mislabeling them as ‘soft’. In reality, they are as fundamental as oxygen to our individual and group survival.

Emotions are documented as the primary drivers of human action. They are central to our interactions, influencing decisions from instinctual responses like fear to aspirational ones like excitement. Most human behaviour is triggered by our emotional response to a situation. This can be both positive or negative helping to explain all behaviour types including those values that contribute to disruptive, negative and reductive behaviours.

True understanding of human behaviour goes beyond tracking actions; it demands an exploration of underlying motivations. By listening to people’s experiences and understanding their core values, organisations shift from reactive to proactive behaviours and are able to tailor solutions more effectively to real-world needs.

OUR SERVICES

In the age of AI, data and content manipulation, being able to trust the information presented to you is critical, for without trust you can’t build engagement and loyalty. We can help your organisation better understand what trustworthiness looks like from multiple perspectives, creating a deep connection with your citizens and customers.

With over 40 years of dedicated research and insights from more than 1 million respondents across 26 countries, Applied Emotions harnesses a deep understanding of human values to drive smarter decision-making. This vast data foundation empowers organisations to connect authentically with their audiences and navigate market complexities with confidence.

• More than four decades of continuous study into human motivations and values.
• Data collected from over 1 million respondents spanning 26 diverse countries, ensuring global relevance.
• Comprehensive understanding of cultural and psychological differences to inform nuanced insights.
• Longitudinal research approach allowing trends and shifts in human behavior to be tracked over time.
• Strong foundation in empirical evidence supporting all analyses and conclusions.