Rob Harrison-Plastow, Source Nine
Workshop title - The Logic of Emotion: How to Create and Communicate Value To Grow Market Share
Workshop Summary
In today’s challenging economic climate, building brand value is critical to avoiding a race to the bottom.
However, creating and communicating value in a way that truly connects with your customers can be challenging as value subjective and rooted in how we feel.
In this session Rob Harrison-Plastow shares the latest insights from a paradigm change in the neuroscience of emotion that reveals the hidden logic to emotion that drives behaviour.
By decoding what your customers feel, need, and want at every stage of their journey, this new approach helps you uncover the Emotional Jobs To Be Done to create meaningful connections, build loyalty, and outperform competitors.
You’ll leave with a new understanding of how emotions drive behaviour—and actionable insights to create and communicate more value to grow your brand and better serve your category.
About Rob
Rob Harrison-Plastow is the Founder and CEO of Source Nine, a consultancy specialising in AI-enhanced qualitative research and strategic insights.
He created the Empathy Framework, a revolutionary model that uses cutting-edge neuroscience to decode how emotions shape customer behaviour and drive decision-making. Rob has partnered with brands like Unilever, Nike, and NatWest, helping them uncover customer motivations, create stronger emotional connections, and develop strategies that deliver measurable growth.
With a passion for turning complex insights into practical solutions, Rob is dedicated to empowering marketing leaders to align their strategies with what customers truly need and want, so that achieving their goals (and those of their customers) feels like pushing on an open door.
