Daniel Gorrell’s SummaryGorrell has been a preeminent industry voice in the advancement of innovation in automotive research. He built with partners a widely recognized organization that championed a broader and measurable view of customer experience and that elevates the importance of right-brain, emotional factors in understanding and predicting customer behavior.Personal philosophyUnderstanding a customer’s complete decision-making process, including both left and right-brain needs is vital in making good business decisions. Key issues in understanding customer decision making learned over the years that can be applied to any product or service include the following:1. A complete model of customer decision making is necessary – How do customers proceed through the various stages of the purchase process? What are the issues, rational and emotional, required to get a brand on the list, shopped and ultimately bought? 2. Emotional needs are at the core of the decision to purchase – These needs must be measured and linked to the more tangible or rational needs. The key is to determine how emotional and rational needs interact.3. The nature of the individual is the starting point. This goes beyond demographics and simple psychographics.4. Actionability – Understanding the decision making process is the starting point. This insight must be linked to specific actions. If it is linked, it will provide the best possible guidance to increased sales..Specialties: Consumer insight, marketing research, marketing strategy, brand strategy, customer motivation, product development