Presentation by David Johnson, Decooda, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

1. Decooda Proprietary and Confidential Information
Executive Briefing Series:
Understanding Emotions
Decooda Proprietary and Confidential Information

2. Decooda Proprietary and Confidential Information
Fact:
It is impossible to accurately
detect, model, and predict
consumer behavior unless we
know the affective and cognitive
processes that drive it.

3. Decooda Proprietary and Confidential Information
Test:
There Seems to
be Confusion…
“Tell us the emotions that you
believe are communicated to
brands and companies…”
Over 80 discrete
“emotions”

4. Decooda Proprietary and Confidential Information
Test:
There Seems to
be Confusion…
“Tell us the emotions that you
believe are communicated to
brands and companies…”
Over 80 discrete
“emotions”
Emotions Cognitive
States
Behaviors

5. Decooda Proprietary and Confidential Information
Fact:
Not only do people not
understand emotions, they
often don’t understand the
relationship between Emotions,
Cognitive States and Behaviors

6. Decooda Proprietary and Confidential Information
Cognition:
The mental action of acquiring
knowledge and understanding
through thought, experience
and senses
Affect:
Influencing the feelings of
someone, or moving them
emotionally
Behavior:
Affect can influence cognition
and behavior in radical ways
(Loewenstein et al., 2001;
Phelps, 2006; Rozin et al.,
2008).

7. Decooda Proprietary and Confidential Information
Understanding WHY and making predictions
Topics
Emotions Cognitive States
Impact Analysis
Understand what Shapes Each
Individual’s Behaviors and Why
Valuable
Connective
Tissue and
Nuance
Understand and Predict
Each Individuals Intent
Intent Analysis

8. Decooda Proprietary and Confidential Information
The Impact Analysis is THE WHY OF THINGS
Linking affect and cognition to predict behaviors

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Imagine:
What would relationships be like if
you had a real-time understanding
of each customer’s state-of-mind?
Now you can.

10. Decooda Proprietary and Confidential Information
Why?
ATTENTION

11. Decooda Proprietary and Confidential Information
Real-time
Scale
Longitudinal
Relevant
1:1
Loyalty
CLV
Profitability
Why What and How Results

12. Decooda Proprietary and Confidential Information
Executive Briefing Series:
Decooda Proprietary and Confidential Information
Thank You