News

  • APR 7

    First Business News Interviews Dr. Mark Ingwer

    posted on April 7, 2014

    Bill Moller interviews Dr. Mark Ingwer about Empathetic Marketing on First Business News. View Interview

  • JAN 10

    Why Business Doesn’t Understand Consumers!

    posted on January 10, 2014

    In this article published in Marketing Research Association’s Alert! Magazine, Dr. Mark Ingwer explains how businesses often fail to recognize the unconscious processes that go into consumer decision-making. Drawing from past research, Ingwer argues that when businesses work to understand customers’ true needs and wants, they will “hurdle over the competition and help their audience feel and live better.” Read Full Article

  • JAN 3

    No-accident Forgiveness: The Value of Valuing Consumers’ Emotions

    posted on January 3, 2014

    In this article in The Marketing Site, Dr. Mark Ingwer clarifies what it takes for businesses to develop long-term, lasting relationships with customers. Says Ingwer, “Marketers often talk about customer relationships, but make little attempt to understand the evolving emotional needs of customers, dooming the very relationships that they hope to foster.” Ingwer explains that a real understanding of customer behaviors begins with Empathy. Read Full Article

  • DEC 5

    Understanding the Business-Customer Disconnect

    posted on December 5, 2013

    In this article in The Marketing Site, Dr. Mark Ingwer clarifies what it takes for businesses to develop long-term, lasting relationships with customers. Says Ingwer, “Marketers often talk about customer relationships, but make little attempt to understand the evolving emotional needs of customers, dooming the very relationships that they hope to foster.” Ingwer explains that a real understanding of customer behaviors begins with Empathy. Read Full Article

  • DEC2

    Putting Customers in Control is a Win-Win

    posted on December 2, 2013

    In his article in The Agency Post, Dr. Mark Ingwer explains how marketing strategies that place customers in control often see great returns. Using National Car Rental’s “Choose Any Car” ads as an example, Ingwer illustrates how giving customers control over their purchase appeals to their need for autonomy and freedom. Ingwer explains how this strategy can build long-term relationships between customers and businesses, saying, “Satisfying customers’ desire for control offers the highest potential for a company to build enduring loyalty.” Read Full Article

  • DEC2

    An Intriguing Dilemma for Sales and Marketing Executives

    posted on December 2, 2013

    In this article in Branding Magazine, Dr. Mark Ingwer explains why customer satisfaction surveys are not indicative of customer loyalty. He points out that while 80-90% of new products fail within the first year, many of these companies are under the impression that they are doing just fine. He explains that to truly understand customer loyalty, businesses must view its customers “not as ‘satisfied product buyers,’ but as human beings on a quest for a healthy sense of self-identity and emotional fulfillment.” Read Full Article

  • DEC1

    The 6 Core Emotional Needs of Your Customer

    posted on December 1, 2013

    In this lively interview on Anna Farmery’s The Engaging Brand, Dr. Mark Ingwer address themes from his book, Empathetic Marketing, and how these ideas apply in the marketplace today. Among topics discussed are the emotional biases of both consumers and marketers, human psychology and the Needs Continuum, and the inter-relationship between each of the 6 emotional needs.
    Read Full Article

  • NOV22

    Moving on From ROI to ROE- A Return on Empathy

    posted on November 22, 2013

    In MediaPost’s Marketing Daily, Mark Ingwer proposes a new kind of metric businesses must employ to create sustainable customer relationships: ROE, or a Return on Empathy. Ingwer argues that by investing in a genuine effort to understand and meet the emotional needs of customers, businesses gain a significant return through greater customer loyalty and trust. Read Full Article

  • NOV21

    How Can Your Marketing Have More Empathy?

    posted on November 21, 2013

    Dr. Mark Ingwer argues that businesses must develop a conceptual framework for understanding customer emotions in his article in My Customer. He states, “Emotions can be powerful economic tools if understood, but without the benefit of a proven psychological theory to tell us where, when, and how to extract emotional insights, opportunities are lost.” Ingwer urges that businesses must learn to listen to customers with an empathetic understanding of their emotional needs. Read Full Article

  • NOV12

    Investing in Empathy

    posted on November 12, 2013

    In this brief article on The Marketing Site, Dr. Mark Ingwer argues that business resources are wasted when they over-rely on market research that poses only rational questions. Ingwer urges marketers to look beyond mere rational data, and probe deeper into exploring customer emotions. He says such efforts “are rewarded through sustained relationships that endure beyond shifting trends to deliver greatly enhanced lifetime customer value.” Read Full Article

  • NOV8

    Looking at Disney vs. Universal Studios Through the Lens of Behavioral Research

    posted on November 8, 2013

    In his article on Quirks’ Marketing Research blog, Dr. Mark Ingwer outlines ICG’s past research comparing Universal Studios and Walt Disney World. He details ICG’s research on the moods, behaviors, and impressions of different families on vacation at the two theme parks. Ingwer explains how the parks offered wholly different experiences that satisfied distinct emotional needs for families. Read Full Article

  • OCT24

    Make an Emotional Connection with Your Ad…But Don’t Forget Your Brand!

    posted on October 24, 2013

    In his article in Branding Magazine, Dr. Mark Ingwer illustrates how an ad must not only make an emotional connection, but must also link back to a brand. Using a Cingular commercial as a case study example, Ingwer analyzes how the spot succeeded in its emotional impact, but failed in its lack of a clear connection to Cingular’s products and services. Ingwer states that an ad must “identify a strong connection between its brand and service, and the symbolic meaning of its message.” Read Full Article

  • OCT23

    Working Relationships

    posted on October 23, 2013

    In his article in Research Magazine, Dr. Mark Ingwer explains how companies often emphasize the importance of building relationships with customers, but rarely consider how to truly meet customer needs. Drawing from the research of marketing scholars Aaker and Fournier, Ingwer explains how closely business relationships and interpersonal relationships often mirror one another.
    Read Full Article

  • OCT22

    Beware Customer Satisfaction Scores: Understanding the Business-Customer Disconnect

    posted on October 22, 2013

    In his article in My Customer, an online resource dedicated to customer-focused professionals, Dr. Mark Ingwer explains how customer satisfaction scores are often misleading. At the same time customers express satisfaction with a product or service, they might subconsciously have no desire to repeat the experience. Ingwer argues that businesses must employ empathy to deeply understand the emotional motivations that influence customer behaviors. Read Full Article

  • OCT16

    Core Emotional Needs Drive Actions of Consumers

    posted on October 16, 2013

    In this article in Talent Zoo, Dr. Mark Ingwer provides a brief explanation of the 6 Core Fundamental human needs, and their place on the Needs Continuum. He then explains how these fundamental human needs impact business-customer relationships. He states, “When approaching customers or prospects, a business must understand which of the six core needs its product or service addresses, and then tailor its marketing to best address that core need.” Read Full Article

  • OCT1

    The Deceit of Customer Satisfaction

    posted on October 1, 2013

    In The Bull Dog Reporter’s “Thought Leaders” column, Dr. Mark Ingwer demonstrates how customer surveys often do not provide an accurate portrayal of customer satisfaction. Says Ingwer, “As it turns out, positive consumer satisfaction surveys are neither a predictor of repurchase nor an indicator of whether emotional needs are met.” Ingwer explains that businesses must not simply rely on logic-based methods when attempting to measure the emotional issue of satisfaction. Read Full Article

  • SEP20

    Understanding the Business-Customer Disconnect

    posted on September 20, 2013

    In his article in MediaPost’s Marketing Daily, Dr. Mark Ingwer asserts that marketers seeking to build brand loyalty must understand how the unconscious mind impacts customer decision-making. He explains how businesses are often adept at the rational, logical aspects of customers’ decisions, but do not grasp the emotional element. He states, “Only by balancing the appeals to both the emotional and the rational mind will marketers succeed in building lasting, profitable, relationships.” Read Full Article

  • SEP17

    Emotional Needs: A Business Priority?

    posted on September 17, 2013

    In Dr. Mark Ingwer’s article in Business Excellence, he explains how companies often become complacent in their endeavors to truly understand the emotional needs of their customers. Quoting research from marketing scholars Jennifer Aaker and Susan Fournier, Ingwer clearly demonstrates how sincere, trustworthy, relationship-oriented businesses will gain loyal and satisfied customers for the long-term. Read Full Article

  • SEP16

    A Call for Empathetic Marketing

    posted on September 16, 2013

    In his article in The Agency Post, Dr. Mark Ingwer describes how emotions can be a powerful economic tool when understood through proven psychological theory. He explains why marketers must stop relying exclusively on logic-based systems to understand consumers, and instead “step away from their spreadsheets and enter family kitchens, local bars and doctor’s offices to gain a deeper understanding of human needs.” Read Full Article