Our proprietary Passion PointsTM construct comprises more than 150 discrete emotional drivers of consumer choice, grouped into 14 themes across 12 global markets. We can measure these drivers precisely.
How individual consumers order these priorities plays a big role in determining the products they buy, the content they consume, and the brands they embrace.
With separate studies for kids, Gen Z, Millennials, and parents, Passion PointsTM quantify the emotional WHY and trending emotional hot spots for every major consumer segment.
Updated annually for the last 13 years, Passion Points™ offer unpredicted clarity on the emotional hot spots that are trending up and down in response to your target’s cultural surroundings.
This year, we have expanded our study to enable dynamic tracking of the impact of COVID-19 on the EMOTIONAL drivers of consumer decision-making, brand affinity, and media content consumption. We will offer participants a clear, measured line of sight into how the DNA of their brands aligns with consumers’ new emotional priorities – and what they should do now and later to stay relevant in a post-COVID world.
Quarterly waves provide real-time data on the evolving emotional impact of COVID-19 on your consumer, category, and brand
coming out of 2019, including 150 emotional drivers of consumer decision-making drawn from our 2019 Passion Points™ Study
Kids
Gen Z
Millennials
Gen X/Boom
in the heat of the COVID-19 crisis and which of their trending emotional priorities they connect to your brand, property, or platform (available now)
Kids
Gen Z
Millennials
Gen X/Boom
as the crisis matures and leading-edge indicators of its long-term imprint on the emotional DNA of your consumer and drivers of your category
Kids
Gen Z
Millennials
Gen X/Boom
With COVID-19 in the rear-view mirror, a quantified portrait of your consumer of the future, and which of your brand or platforms’ assets are most capable of driving relevance and growth
Kids
Gen Z
Millennials
Gen X/Boom
Category close-ups produce a foundation on which emotionally relevant messaging, content, and product strategies can be built throughout the COVID-19 crisis and beyond
E.g. Snack Category Close-up
Tracks COVID-19’s impact on your target’s emotional DNA vs. 2019, and how it is evolving among snack consumers through 2020 for:
Identifies trending emotional drivers of snack decision making during the COVID-19 crisis, and your category’s new normal as it ends.
Reveals which of your target’s new emotional imperatives they connect to your snack brand as a guide to more relevant:
Quantifies shifts in the daily activities of your target across six categories:
Identifies reported behavioral shifts in snack consumption during the COVID-19 crisis and in a post-COVID-19 world:
Identifies the snack brands that best meet your target’s emotional and rational needs today as a success model for your brand.
Additional categories can be added in subsequent waves.
| MEDIA | CONSUMER PRODUCTS | ||||||||
Ad-Supported
TV  |
SVOD |
User Generated |
Social Media Platforms |
Kids Content |
Video Games |
Toys & Games |
Snacks |
Beverages |
Restaurants |
| Emotional Drivers of Your Category How strongly do consumers connect 24 key emotional priorities to your category? Which are trending during COVID-19? |
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| Emotional Assets of Your Brand Which emotional priorities do your consumers connect to your brand or property? What are the implications for your messaging, content, and product strategy? Available with study sponsorship or as an add-on |
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| Behavioral Context How is consumer behaviors changing to reflect consumers’ new emotional priorities? |
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| Brand Heroes Which brands or properties do consumers feel are best meeting their needs during and after the COVID-19 crisis? What can you learn from them? |
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| Target Audience Deep Dive How are your heavy users, category lovers, and growth consumers different than everyone else? Available using your custom typing tool with study sponsorship or add-on |
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Immediate access to our quarterly COVID-19 Passion PointsTM tracking studies, including:
All the benefits of subscription plus custom inclusion in our next wave to include:
Your Consumer: Apply your custom typing tool to produce data on your specific growth consumer
Your Category: Quantify the new emotional drivers of your category
Your Brand: Identify your brand’s emotional edge in a post COVID-19 world
