From Science to SensesModule 01 · Strategic direction
EmoLogical Compass
Every category decides differently — some with the heart, some with the head, some on pure habit. The EmoLogical Compass sets the strategic direction for the whole audit: pick your scenario, read the balance, then take the messaging guidance into every pillar you score.
Purchases made on autopilot, with almost no conscious deliberation.
Typical categories: FMCG (soft drinks, snacks), basic toiletries, impulse items
EmoLogical balance
Habit-Driven
Habit-driven — bypass both
Strategic direction
Neither heart nor head decides here — memory does. Win by being the most available, most recognisable option at the moment of purchase, and never break the habit loop with clever repositioning.
What to say
Keep it to a singular visual anchor. Remind them of the habit loop.
How to say it
High-frequency media, loud visual cues, distinctive brand assets, clear "Buy Now" trigger.