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 Passion Points Study to help participants understand and plan for the new emotional priorities of their growth consumers in a post-pandemic world. With 10 years of baseline longitudinal tracking, and quarterly waves across 2020, this research enables you to push beyond the consumer you knew and anticipate the one your brand or property is about to encounter.

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

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
The New Emotional Priorities of Your Target
What are the new emotional priorities of your post-pandemic consumer?
Which are the key shifts versus 2019, and which are lasting imprints on your consumer of the future?
Shifting Emotional Drivers of Your Category
How strongly do consumers connect 24 key emotional priorities to your category? Which are most important in a post-pandemic world?
New Emotional Assets of Your Brand
Which of your brand’s emotional assets are most valuable to post-pandemic consumers?
What are the implications for your messaging, content, and product strategy?
COVID-19 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?
Behavioral Context
How is consumer behavior changing to reflect consumers’ new emotional priorities?

THREE WAYS TO PARTICIPATE

90 Minute Immersion

Get live, instantly available insights on the emerging emotional priorities that will drive the choices of your post-pandemic consumer.

Full Syndicated Study

Complete access to the full study including category deep-dives for customized insights on your post-COVID growth consumer.

Adding Your Brand

Quantify the most valuable emotional assets of your brand or property to your post-pandemic target.