80% of Buying Is Emotional — Here's How to Actually Measure It and Build a Community Around It

You know your customers are making emotional decisions. You just do not know how to measure those emotions or use that data to build something that keeps them coming back beyond the next discount. Jean-Pierre Lacroix has spent his career turning the most intangible parts of brand experience — the feeling of belonging, the moment trust breaks and gets repaired, the difference between a transaction and a relationship — into measurable and designable outcomes. What he shares about the specific metrics and sentiment tools that track emotional connection, how to deploy service recovery that rebuilds trust faster than most brands think possible, and how to move from demographic targeting to psychographic personalization that actually makes customers feel seen will give you the most practically actionable framework for turning your audience into a community that advocates for you. People do not stay loyal to brands. They stay loyal to how a brand makes them feel they belong. This episode shows you how to design for that. You’ll learn how to Track emotional signals with metrics, analytics, and sentiment tools Spot friction points and deploy service-recovery that rebuilds trust Move from “transactions” to belonging with community-first design Use personas + psychographics (not just demographics) to hit the heart Blend AI + human insight for personalization that feels seen Measure what matters: connection, advocacy, and lifetime value Explore JP’s work and the ThinkBlink manifesto: Website: www.sld.com LinkedIn: www.linkedin.com/in/jeanpierrelacroix/ Book: ThinkBlink Manifesto (Amazon Kindle) Learn more about your ad choices. Visit megaphone.fm/adchoices