James Cornish (CoFounder)
After a degree in ‘Psychology In Business,’ James spent some 25 years undertaking a number of senior commercial roles in UK's blue chip companies from retail, food manufacturing to construction.
Latterly - with Greg - he founded 'Emotions Preferred', or EP! following his passion for the deeper understanding of consumer behaviour. This was largely because of James’ detailed understanding of the potential and benefits emotional economics.
Greg Tucker (CoFounder)
For over twenty years Greg has worked in the branded Food and Drink arena. Working with brands and developing the competitive edge needed in todays consumer & shopper environment.
After an extensive and successful career which included a number of commercial roles in both the Marketing and Sales environment, his final ‘Blue Chip’ role was as Head Of Innovation in RHM. Greg's insight work has taken him across the world helping brands in Australia, South America, USA UK, Europe and Asia.
Ever found yourself reaching for the wine on a Friday night. Is it really the wine you desire, or the mood shift it brings, the signal that it’s the start of the weekend, time to relax, unwind and be with the family. After all, after a busy week, you deserve it.
We can all relate to it, but:
As product or experience custodians, do we know what this means for the consumer?
Why would they choose one brand or product over another?
What's the process they go through and what are the stimuli that will affect decision making?
Originating in psychological profiling techniques used by US governemnt agencies, EP has developed a set of unique tools to understand consumer behaviours. After all, if you want to find out what a consumer thinks then don't ask them direct.... they won't know what they want, or why they buy one brand over another. It's deeper than that and that's the part we discover.
The key, map and influence emotions which enable strategies to drive customer economic behaviour .
Brand owners
From new product launches, to repositioning existing ranges - the pressure is always on to ensure you stay relevant. And relevance is driven through connection with your consumer. So, if it’s validating a concept to prove its worth or refining your proposition thorough to launch we're here to support.
We support entering new markets, when it’s vital to tailor your offering to cater for local cultural tastes and beliefs. Or right the way through to developing your proposition to appeal to different generations from Z to Alpha. It’s known that you must work hard to stay relevant.
Manufacturers
With experience of 'own label', we understand the competitive landscape. We know the importance of knowing your category with expertise and we know what it takes to give you the edge over your competition. Support your proposals with market leading insight.
Retailers / Business 2 Business
Decoding customer experience allows you to know what does and doesn’t resonate with your customer. By having both elements we know which stimuli your customers value and how you should structure your experience. This enables you to provide the perfect desired ‘mood’ journey.
M&A
A business only has value if it’s connecting with its consumers. A hugely growing part of our business is supporting businesses through acquisitions process by being the voice of the customer and ensuring they see the value of your product, brand, experience.