our mission

We specialize in consumer research that reveals the emotional dynamics of consumer behavior — including subconscious, implicit, System 1 emotional dynamics. This inspires emotional marketing for increased revenue.

emotional dynamics

Emotional Dynamics are the experience > cognition > affect chains that produce human behavior, explaining why people do what they do. They are illustrated in the following framework, which directs the studies we conduct.


The framework says that things happen to us. We have experiences. In response, we feel and think things, which become experiences themselves. Experiences, affect, and cognitions keep “interacting” until decisions and behavior result. Affect is what ultimately drives behavior, triggered by experiences and cognitions. And all of this can happen both implicitly (automatically, nonconsciously, via System 1) and explicitly (reflectively, consciously, via System 2). Furthermore, because behavior is influenced both implicitly and explicitly, to be most effective we need research methods that address each.

For more information, read Emotional Dynamics: A Framework for Why People Do What They Do.

our people

Paul Conner

Founder & CEO

A consumer researcher since 1982, Paul founded Emotive Analytics in 2004 after seeing that traditional consumer research was lacking in revealing why people do what they do. He began a search for better solutions and, in psychology and neuroscience, found that assessing emotions and implicit System 1 processing were critical. In addition to designing and conducting myriad customized studies, Paul’s works and thinking have been published in Quirk’s, QRCA Views, NMSBA’s Insights, and Marketing News as cover stories and articles on topics such as consumer emotions, behavioral economics, and research design. He is also inventor and author of The AIM Process, A Systematic, Stepwise Procedure for Improving the Actionability of Marketing Research. Finally, Paul has spoken at AMA, QRCA, MRA, IFT, IIEX, Path to Purchase Institute, and Design & Emotion Society conferences and events.

B. Keith Payne, Ph.D.

Professor of Psychology and Neuroscience, University of North Carolina

Dr. Payne is Emotive Analytics’ primary behavioral science associate. His area of study is social cognition, specializing in automatic, unconscious, System 1 processing and implicit research techniques, notably developing the Affect Misattribution Procedure, a well-validated implicit association measurement technique and the foundation of Emotive Analytics’ IE Pro Technology. Dr. Payne’s research, which has won the International Social Cognition Network Early Career Award and the SAGE Young Scholars Award, has been covered in a variety popular media including Blink, Scientific American Mind, Ladies Home Journal, and National Public Radio. Furthermore, along with Dr. Bertram Gawronski, Dr. Payne is co-author and editor of the Handbook of Implicit Social Cognition.

other associates

We have developed associative relationships with the following, many at the Ph.D. level.


Social & Cognitive Psychologists

Experts in assessing how decisions are made including people with the ability to measure and understand nonconscious, implicit, System 1 processes.


Clinical Psychologists, including Psychodramatists

Experts in one-on-one and group interviewing techniques that reveal implicitly held cognitions and emotions.


Psychophysiologists, including Neuroscientists

Experts in measuring body and brain reactions (e.g., heartrate, skin conductance, EEG & FMRI readings, voice, facial expressions, eye tracking, etc.), particularly as they relate to sensations, emotions, and feelings.

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Experts in naturalistic observation, which promotes understanding how consumer behavior emerges from the environments and cultures in which people live.

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Behavioral Economists

Experts in understanding behavioral economics effects related to consumer behavior, including leveraging them with choice architecture.