Emotional engagement is a gateway to innovation, survey shows

Consumers appraise tech brands for innovation when they feel a personal connection. A survey carried out by brand consultancy Brand Keys has revealed the underlying process behind innovation praise and brand loyalty, narrowing it down to three steps: acknowledgement, connection and categorisation.

The more a brand transforms end consumers’ lives on a personal level, the more likely it is to be recognised as a tech innovator. By examining 27 companies for its annual ‘Most innovative tech brands’ report, the New York-based consultancy has looked at the interrelationships between brands and consumers, identifying expectations and listing a number of new entries compared to last year.

Amazon still dominates the list, closely followed by Apple and Google. The consultancy’s survey has shown that consumers are looking for synergies, links between brands they believe will transform their lives. Innovation is often timed and constantly reaching for new peaks, causing consumers to always be on the lookout for fresh takes. As a result, the general view of innovation has shifted towards a more timed approach, linked to instant change. Brand Keys’ report verifies this paradigm, with 40% of this year’s list made up of new brands and innovators.

The 11 new brands, ranging from Patagonia to Duolingo and Salesforce, have transformed their end consumers’ lives by introducing new products, new ways to learn, to communicate or to customise offerings. Instinctively, the 5,127 surveyed consumers have ranked the most popular brands by the way they engaged with them on a personal and emotional level, making a significant impact on their lives. However, since consumer expectations move fast, the perception of innovation is constantly under debate.

Brand Keys’ 2019 list shows that consumers are linking innovation to inspiration. They wish to be engaged emotionally, although they ignore in which ways. It is up to brands to walk the extra mile and introduce significant changes into their customers’ lives, by becoming game changers and category leaders. “Consumers can’t necessarily articulate what innovations they want, but they recognise it then they see it,” Brand Keys’ founder and president Robert Passikof says. “Actually, they feel it. Old problems, new technologies and new creative strategies lead to category transformations.”

Following the consumer-identified interrelationships between brands, Brand Keys has split the 27 companies into three separate groupings, linked to their respective sectors.

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