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Strategize & Plan via Qualitative Research Methods

Phoenix’s proprietary approach, Emotivation®, validates & sizes the emotional need states that exist for categories and brands and explores customer perceptions within the context of those need states.

Phoenix has identified and studied 12 basic core human emotional subconscious needs (or “Need States”), and the desire to satisfy these are the motivations driving much of our behavior.

We know that when your brand makes that deep emotional connection, consumers are considerably more likely to purchase your products and services, follow your recommendations and become loyal to you.


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Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.