Psychologists and neuroscientists have shown that emotions are integral to human decision making and are primary determinants of human behavior.
Reveal the imagined, ideal expectations of respondents for their work environment – or for a particular product category – and then compare the resulting ideal issue profile to the profile of the current work environment or a real product experience.
When you uncover the Ideal, you can chart a roadmap for your organization to provide that ideal to your customers and/or your employees.