Before reading on, you may want to check the privacy status of your Spotify playlist. On today’s episode of Uncooked, I’m continuing my conversation with Ben Zeidler as we discuss the problem with “happy washing” emotions in today’s marketing and the revelation  Nonfiction discovered while researching how American’s experience music. In this episode Ben dives into the idea of “emotional realism,” how consumers are leaning into their emotions, and how brands can be brave and tap into those feelings. I’m also sharing my own thoughts on the value of research and how small businesses can take advantage of resources like consultants and research companies to make a bigger impact in their marketing efforts.

Before co-founding Nonfiction Research, Ben Zeidler was Global Head of CPG Research at L2 (acquired by Gartner Research) where he worked directly with some of the world’s largest consumer brands, including P&G, Unilever, and Nestle. Prior to L2, he worked at Tenthwave, where he established its first-ever research & analytics practice. Ben is on the advisory board at Harvard Business Review and is routinely quoted/featured in industry news. He's a graduate of Georgetown University.

 

Learn more about Nonfiction Research here: nonfiction.co

 

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