Emotion drives consumer behaviour and lies at the heart of consumers' brand decisions. This is a case study of a successfully executed research study on human and brand related emotions in a worldwide renowned museum. The Van Gogh Museum and TNS have taken visitor research to the next level and took a deep-dive into the emotions and social values that drive the museum experience. The study has also delivered the required input to help make important strategic decisions for audience centricity in a mandate-driven organisation.
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