Combine AI with Neurobiology to Reach Unprecedented Consumer Insights
Combine AI with Neurobiology to Reach Unprecedented Consumer Insights IIEX 2024 — Virtual Conference
Everyone agrees that emotions drive consumer choice. The challenge has always been much more practical: how do you actually design for them?
Emotions are abstract. Product developers work with ingredients, textures and flavors. Packaging designers work with shapes, materials and structures. Innovation teams work with concepts and experiences. The missing link is a systematic way to translate the emotions we want people to feel into the tangible elements companies can design.
In this IIEX presentation, Dr. Constantinos Pantidos, Founder of BRAND AVIATORS® and creator of THE WHEEL OF MOTIVES®, demonstrates how neurobiology can provide that missing translation system—and how AI can dramatically expand its power.
THE WHEEL OF MOTIVES® connects fundamental human motives with the emotional and sensory cues that activate them, creating a pathway from:
human motive → emotional experience → sensory cues → product and design decisions
This means moving beyond simply measuring whether consumers respond emotionally to something. It enables companies to work in the opposite direction: start with the emotion they want to create and deliberately design the product, packaging or experience capable of triggering it.
The presentation brings this approach to life through two applications. Sauce It Up demonstrates how different fundamental motives can be translated into distinct product experiences and innovation opportunities. The O-I Catalyst Collection shows how the same principles can be translated into the shapes and physical language of glass packaging.
AI adds a powerful new dimension. Combined with a neurobiological model of human motivation, it can analyze and generate possibilities at scale—but the critical ingredient is knowing what emotional principles the AI should design for in the first place.
The opportunity is therefore bigger than applying AI to consumer research.
It is to combine AI with the biology of human choice to turn emotion from something we measure and talk about into something companies can systematically design.
Read the PDF presentation here: