09 Balance

Like the two hemispheres of the brain, organizations encompass both modes of thinking, but tend to display a preference for either left-brain or right-brain thinking. Consumers, however, tend to be far less dichotomous. The buying process engages both sides of the brain: purchase decisions balancing emotional and functional considerations. Successful innovation must also strike this critical balance.

Balance in practice:

• Think of your products in both a functional and an emotional perspective. Look for that "emotional pulse" that delights the consumer.
• During the ideation process people have a tendency to think functionally. Use the agenda and necessary stimulus and exercises to force people to use both sides of their brains.
• A consumer’s emotional relationship with a brand is often difficult to articulate with words alone in the traditional research setting.

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