Unlock connection: Understanding moments of pleasure of your customers

Every consumer experiences moments of pleasure during the day. How do we define moments of pleasure? These are pauses in people's day marked by relief, calmness, and enjoyment.

In a single day, we all have different modes of operating. We might find ourselves on autopilot during a routine event, inspired while enjoying music, reading or scrolling, or frustrated by annoyances and inconveniences. Each of us experiences the rich span of human emotions, yet they can be felt in different ways, at other times, and triggered by various circumstances.

We placed the participant in the storytelling seat. While they had their smartphone on hand, we asked two different consumer segments to capture the flow of a single day. That included:

• mundane moments
• interesting times
• and everything in between

‍Through this ethnographic approach, we noticed these moments. That includes realizing how meaningful they are in the lives of our groups. We carefully observed and applied societal and cultural interpretation. From there we identified several moments of pleasure and the circumstances and factors that generated them.

‍For each segment, we highlighted distinct opportunities for our client's brand to have a role in creating and understanding these enjoyable times. After all, it's about the consumer. Understanding these moments will help brands offer even more value.  

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