Frontier (US:ULCC) Prnewswireยท2025-02-05 10:00Core Insights - DDB Worldwide has launched the Feels Barometer, a global tool aimed at measuring and harnessing human emotions in marketing [1][2] - The tool addresses the current crisis in marketing effectiveness, where increased spending does not translate to deeper consumer engagement [2] - The Feels Barometer is designed to help brands create emotionally resonant campaigns that are memorable and impactful [2][5] Research Methodology - The Feels Barometer was developed in collaboration with insights agency TRA, utilizing advanced projective techniques [2] - The research involved over 16,000 participants across eight countries, ensuring a diverse and comprehensive data set [7] - Insights were gathered from 140+ hours of qualitative research and contributions from eight leading global experts in emotions and psychology [7] Emotional Insights - The study revealed that securing a good deal triggers emotional responses comparable to significant life milestones [8] - There is a notable divide in public sentiment regarding AI, with mixed feelings of excitement and existential dread, presenting opportunities for brands [8] - Nostalgia emerged as a powerful emotional driver, providing comfort during uncertain times and serving as a potent creative lever [8] Application and Integration - The Feels Barometer will be integrated into DDB's strategic and creative processes globally, enhancing their proprietary AI tool stack [5] - Clients will benefit from in-depth reports, interactive workshops, and tailored applications of the tool specific to their industries [5] - The tool aims to help brands create lasting emotional memories, which are deemed more valuable than traditional media buys [6]