Webinar: Navigating the Fear Factor in Consumer Choice

  • Dates: 10 Jun, 2021
  • Location: Virtual

For more than two decades, Strategy Analytics has been working with clients across industries to measure what drives consumers to make purchase choices of products and services ranging from smartphones and service plans, cars to restaurants, food, and beverages. 

The path-to-purchase has typically been driven by a combination of rational (e.g., price or features) and emotional factors which are often positive (e.g., pride or prestige) until COVID-19.  A new choice factor, FEAR, has altered the dynamics of everyday choices that consumers routinely make… fear of contracting the virus and getting sick or even dying, fear of the unknown.  While there is growing optimism that things will get better, the reality is consumers’ mindset has changed.

Join Strategy Analytics as we share with you how consumers’ purchase criteria are evolving, the increasing impact of emotions and how companies and marketers need to adopt to these changing dynamics.

What you can learn from this webinar:

  • How emotions, specifically negative emotions like Fear, Uncertainty, and Doubt (FUD), have progressively become a more critical driver of consumer choice
  • Examples where fear is being used to market and advertise products and services
  • How fear is changing how we segment, target, and market to consumers and customers 
  • What analytical research techniques enable researchers and marketers to isolate and measure the impact of emotions to purchase choices
  • How marketers can leverage these insights to create compelling value propositions, product positioning, and messaging


Matt Hester

Matt Hester, Senior Director, Consumer Insights Practice at Strategy Analytics

Matt is responsible for Strategy Analytics Consumer Insights business in Europe and is based in the UK.


Matt has over 20 years’ experience in Senior Insights roles, leading the design and delivery of a broad range of projects for a wide selection of clients in that time. At Strategy Analytics, he has worked with clients from multiple sectors in areas such as concept optimisation, campaign evaluation, brand health, online path to purchase and new proposition development. He has been heavily involved in Strategy Analytics recent COVID-19 related research and continues to work with clients to help them understand the implications of changing consumer behaviours and needs.

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