NEW YORK,, February 5, 2025 / Prnewswire / – In a time of algorithms, overload of data and advertising which often leaves the public numb, DDB Worldwide takes a position for the emotion with the launch of theFeel barometer– A first global tool of its genre designed to measure, decode and exploit human feelings on a large scale.
“We are in a marketing efficiency crisis,” said Tom GonstorcikDirector of global strategy at DDB Worldwide. “The brands spend more but move people less. Daniel Kahneman95% of decisions are emotionally motivated, so why do so many brands still deal with feelings as a reflection afterwards? This tool is not only to better understand people – it is a question of making marks insignificant by creating a job that advances people deeply and memorable. “”
The Feel Barometer, created in partnership with Insights Agency BETWEENuses advanced projective techniques. Here is an overview of the research behind:
- Insistence of 8 leading global experts In emotions and psychology, including renowned authors, neuroscientists and anthropologists.
- 140+ Hours of in -depth qualitative research With participants of various cultures, providing rich and man -centered ideas.
- Surveys of more than 16,000 people In eight countries (UNITED STATES,, United Kingdom,, Spain,, Brazil,, Suede,, France,, GermanyAnd Australia), ensure a full data set.
- 100 real emotional triggers Ranging from personal experiences as a family dinner without technology to broader societal changes such as the impact of AI at the workplace.
- By going beyond the simple analyzes of negative positive feeling, research captures the texture of feelings –Intensity, cultural shades and even sensory associations such as color, shape and temperature.
The study revealed both global emotional trends and important regional shades that shape behavior. While universal ideas, such as the global attraction of “obtaining a good deal”, emerged, the Feel barometer underlines the importance of suiting campaigns to resonate in specific cultural contexts. By aligning with the unique emotional engines of various audiences, the Feels barometer allows the two world brands to navigate local markets and single market brands to better understand the values and distinctions shared between subcultures and data demographic.
Here are some ideas that our research has revealed:
- The joy of finding a good deal rivals the greatest stages of life.It is true – securing a discount triggers an emotional peak comparable to birthdays or promotions.
- The AI arouses as much existential dread as of excitement.People are deeply divided on the question of whether technology is liberating or terrifying – and this tension is a gold mine for brands arranged to engage with it authentically.
- Nostalgia is not only a trend – it is an emotional power.Through the markets, looking back the past brings comfort in uncertain times, which makes “retroster-fication” one of the most powerful creative levers available today.
“As creative that seeks to connect marks with people in the most significant way, we are constantly looking to better understand what people feel. The deepest emotional ideas and the way people really feel things that count most for them. Chaka SobhaniWorld President and Creation Head, DDB Worldwide.
The Feel barometer will be integrated into the strategic and creative process of DDB worldwide, as part of the DDB – Rand DDB Tools Owner, helping brands design campaigns that do not only attract Eye globes but capture hearts. DDB customers will have access to deep diving reports, interactive workshops and tailor -made applications of the tool adapted to their industry.
In the battle for the attention of consumers, the most precious real estate is not a media purchase – it is a lasting emotional memory. The Feels barometer is there to help brands claim their share of heart.
To find out more about DDB, visit us online at DDB.com or follow us Liendin For more sensations of the barometer.
About DDB around the world
At DDB Worldwide (www.ddb.com), we believe in the unreasonable power of emotional creativity to move people, business and culture. As one of the main advertising and marketing networks in the world, we combine creative excellence and strategic efficiency to provide measurable commercial results.
Our efficiency is reflected in industry recognition, including the 2023 global network of the year by Cannes Lions, D & AD Agency Network of the Year (2021-2023) and # 2 in the Best Effie Global Best of the Best of the Best. We have also been classified as Top 3 Global Network on WARC for 13 of the last 16 years.
With 140 offices in more than 60 countries, we associate ourselves with leading brands such as Mars, McDonald’s, Molson CoorsVolkswagen, Amazon, Unilever, JetBlue, Adidas, PlayStation and the US military to establish significant consumer connections that cause sustained growth.
Founded in 1949, DDB is part of Omnicom (NYSE: OMC).
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