The Financial Times Commercial Insight Group, in collaboration with global advertising agency gyro, asked FT readers across the globe to create a detailed portrait about the feelings that drive business forward.
• "Confident optimism" is the No. 1 feeling B2B decision-makers desire.
• Proactive sharing of thought leadership is most effective for maintaining strong relationships, per the majority of those polled (69%).
• 86% of respondents say the first moment of friction in a relationship is where you really find out about your partner.
“Contrary to common assumptions, people tend to use their feelings across a variety of contexts, including those that are supposedly meant to be rational. We found that emotions that customers felt in response to [marketing] predict their brand attitudes regardless of the product category involved.”
Michel Tuan Pham, Kravis Professor of Business, Columbia Business School