THE PASSION POINTSTM WHAT

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.

THE PASSION POINTSTM WHO

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.

KIDS
Passion PointsTM Study

GEN Z
Passion PointsTM Study

MILLENNIALS
Passion PointsTM Study

PARENTS
Passion PointsTM Study

THE PASSION POINTSTM WHEN

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.

LEARNING PLAN CLOSE UP

Quarterly waves provide real-time data on the evolving emotional impact of COVID-19 on your consumer, category, and brand

2019 Baseline Wave
Where your consumer WAS

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

2020 Spring Wave
Where your consumer IS

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

2020 Summer Wave
Where your consumer WILL BE

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

2020 Winter Wave
The new normal

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

OUTPUTS
& APPLICATIONS

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

EMOTIONAL IMPACT OF COVID-19

Snack Consumers

New Emotional DNA

Tracks COVID-19’s impact on your target’s emotional DNA vs. 2019, and how it is evolving among snack consumers through 2020 for:

  • Kids
  • Teens
  • Millennials
  • Gen X/Boomers

Snack Categorys

New Emotional Drivers

Identifies trending emotional drivers of snack decision making during the COVID-19 crisis, and your category’s new normal as it ends.

  • Ascendant category Passion PointsTM
  • Descending category Passion PointsTM

Your Brands

New Emotional Assets

Reveals which of your target’s new emotional imperatives they connect to your snack brand as a guide to more relevant:

  • Messaging
  • Content
  • Product

BEHAVIORAL CONTEXT

Your Consumer

New Habits

Quantifies shifts in the daily activities of your target across six categories:

  • Family
  • Parenting
  • Societal
  • Financial
  • Political
  • Community

Your Category

New Behaviors

Identifies reported behavioral shifts in snack consumption during the COVID-19 crisis and in a post-COVID-19 world:

  • Doing more of
  • Doing less of
  • Doing the same

Your Competition

New Brand Heroes

Identifies the snack brands that best meet your target’s emotional and rational needs today as a success model for your brand.

  • Snack Hero #1
  • Snack Hero #2
  • Snack Hero #3

CATEGORY CLOSE-UPS IN THE FIRST WAVE

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?
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
Behavioral Context
How is consumer behaviors changing to reflect consumers’ new emotional priorities?
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?
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

TWO WAYS TO PARTICIPATE

Sponsor

Immediate access to our quarterly COVID-19 Passion PointsTM tracking studies, including:

  • Kids, Gen Z, Millennials, and Gen Z/Boomers breakouts
  • Category close-ups for media, entertainment, food, health, restaurants
  • 13 countries • 2019 Baseline data, to anchor new findings in the pre-COVID-19 world

Subscribe

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