Traditional market research in finance is heavily focused on quantitative data, neglecting the nuanced emotional factors that influence customer choices. The gap between logical reasoning and emotional influence in financial decision-making leads to ineffective marketing and customer engagement strategies.Grant Gooding, founder and CEO of Proof Positioning, believes the answer lies in emotional market research: Understanding the emotional drivers behind financial decisions can revolutionize marketing strategies in the financial industry. Financial brands can leverage emotional insights to create more resonant marketing messages and product offerings, leading to increased customer loyalty and better financial outcomes.Join us as we discuss:-Understanding consumer behavior through neuroscience and research. (3:03)-Decision-making and marketing strategies in the financial industry. (7:06)-Emotional connections in financial branding. (16:55)You can find this episode and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.