I was at a brand conference recently and heard Dan Hill give the keynote address about emotionomics, facial coding and innate human physical reactions. We know that people say one thing, but may feel differently or behave in a manner inconsistent with what they have told us. That is a minefield for sellers seeking to connect with their consumers.

Dan Hill spoke about the need to tap into consumers’ unconscious feelings in order to understand how to truly connect with them. His premise is based upon the non-verbal, instinctive physical cues that humans inevitably provide in response to situations, especially those cues in facial expressions due to the unique physiognomy of the human face. Consider the fact that there are a number of innate behaviors that are not socially developed, such as the tendency of a baby of any cultural background to smile and recognize smiles, or that people blind from birth also instinctively know how to smile. (more…)