Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Anne Beall, CEO of Beall Research.
Find Anne Online:
Website: http://beallrt.com
[00:02]
My guest today is Anne Beall, Beall Research. She’s been on the show a couple of times. We are live today at the NEXT Conference in Chicago. Anne, welcome to the show.
[00:10]
Thanks so much for having me. So nice to see you.
[00:13]
Yeah, nice to see you too. So, I’ve never been to the NEXT Conference. I assume you have ‘cause it’s in Chicago.
[00:16]
I haven’t either. It’s fabulous, isn’t it?
[00:18]
I actually really like it. It’s a smaller show. They have another show, Converge, in L.A. I really think you should attend, at least as an attendee. I don’t even know if they do exhibit floor. Last year was the first year. Like this one, it has just a... It’s chock full of great brands. So, good attendees…
[00:38]
Great speakers.
[00:39]
Fantastic speakers! Yeah, totally. And you’re speaking later on today.
[00:42]
I am.
[00:43]
Tell us what you’re talking about.
[00:44]
I am talking about the role of emotions in purchasing. So, we’ve actually done some really exciting research on which emotions lead to purchasing, which emotions lead to re-purchasing, and which emotions lead to brands getting recommended or not.
[01:00]
The actionability of that. So, understanding as a brand understands their consumer and what’s winning in the marketplace, it sounds like what you’re really offering is helping them connect the dots to the emotional outcome of that consumption or purchase or however you want to think about it.
[01:18]
So, we are increasingly of the opinion that people don’t think their way through the marketplace; they feel their way through it.
[01:25]
Totally. I do.
[01:26]
Yes, me too. And the brands that we engage with are the brands that give us a positive emotional response. And the brands we really engage with give us a really positive emotional response. Apple would be a good example of one.
[01:37]
And Coke for me is like... I like Coke. Actually, I don’t like Coke. This is funny. I buy Coke when I’m not feeling good. It’s such a weird assumption behavior.
[01:47]
It makes you feel better though, doesn’t it? Comforts you. And Coke is, actually, a good example. That’s actually a brand we reference in my talk in terms of a brand that’s actually driven a lot of emotional connection with consumers. And if they had access to my model, which I think they must have at some point done that...
[02:06]
Hint, hint, those who are listening from Coke.
[02:08]
They have used those principles that we’ve uncovered extremely effectively.
[02:12]
Got it. That’s really cool stuff.
[02:14]
Yeah, it’s really great.
[02:16]
You’re also exhibiting at... Does Beall Research exhibit a lot?
[02:20]
We, actually, have never exhibited. This is our very first time. So we have brought the crew out. We are, as you know, located in Chicago. So it’s a little bit easier to have my staff here and fabulous colleagues. And we’re also showing our books that we have written. We have a new book called Reading the Hidden Communications around You, a guide to reading the non-verbal communications of your colleagues and customers. Body language, so to speak, and other books. As you all know, we do publish a fair bit in the firm.
[02:51]
Awesome. Yeah, you guys, about two a year is what I’m seeing as the average for a decade.
[03:00]
Not quite that many, but.
[03:01]
Not quite?
[03:01]
…we’re glad that you think so.
[03:03]
The last book was really interesting. I read that.
