Digital marketing is shifting. With the loss of hyper-targeting tools, the rise of ad fatigue, and ever-evolving consumer behavior, brands can no longer rely on demographics and traditional analytics alone. Instead, emotional data—the psychological triggers that drive real purchase decisions—is becoming the foundation for high-performing ads.
In a recent episode of How They Scaled It, Sarah Levinger, a Forbes-featured consumer behavior analyst and creative strategist, shared her approach to using psychology-based creative to boost ad performance. Through her company, Tether Insights, Sarah helps brands like Hexclad, True Classic, and Fabletics tap into the human side of data to drive scalable growth. Here’s what we learned.
Why Transactional Data Isn’t Enough
For years, digital marketers have relied on transactional data—clicks, conversions, AOV—to guide their strategies. But Sarah argues that these numbers only tell half the story. Brands that focus solely on transactions miss the deeper insights into why customers actually buy.
“I wish more brands would use the data they have and start analyzing for emotional insights instead of just transactions.” — Sarah Levinger
Sarah’s work focuses on uncovering the emotional context behind customer decisions—how subconscious behavior, identity, and personal narratives influence what people buy.
The Rise of Emotion-Driven Creative
Post-iOS 14, creative has replaced targeting as the most important factor in ad success. According to Sarah, ads must now speak directly to a consumer’s emotions and identity to be effective.
Instead of running generic product ads, brands should:
- Identify emotional drivers: What core feelings (security, nostalgia, empowerment) are tied to their product?
- Match messaging to customer identity: Speak directly to who your buyers see themselves as.
- Use storytelling in UGC & paid ads: Real stories perform better than polished, salesy content.
A Case Study: The Unexpected Buying Patterns of Bamboo Sheets
Sarah shared a fascinating example of how emotional data revealed unexpected consumer behavior for a brand selling bamboo sheets.
- The data showed that the primary buyer was a 35-55-year-old woman.
- The best-performing ads featured masculine-colored sheets (navy, slate gray), even though the most-purchased colors were softer pastels.
- Traditional logic would suggest pushing pastel-colored ads, but emotional analysis revealed why that wouldn’t work.
- The insight? Women were clicking on masculine colors because they were considering what their husband or partner would like—but ultimately buying the colors they personally preferred.
With this realization, Sarah advised the brand to double down on masculine-colored ads, paired with messaging about couples shopping together. The result? A major boost in conversion rates.
How Brands Can Start Using Emotional Data Today
If you’re not already analyzing emotional data, you’re missing out on a massive untapped growth lever. Here’s how to start:
1. Move Beyond Demographics
Most brands define their audience by age, gender, and location—but Sarah argues that identity-based targeting is far more effective. Instead of just “women, 25-34,” ask:
- What do they value?
- What cultural shifts have shaped their beliefs?
- What makes them feel seen, understood, and validated?
For example, millennials (now the largest buying group) were raised with high validation and prioritize brands that reinforce their identity. Gen Z, however, values fluidity and adaptability, meaning they expect brands to evolve with them.
2. Conduct Emotion-Based Surveys
Most brands send surveys asking, “What’s your favorite product?” or “How did you hear about us?” Instead, Sarah recommends pictorial surveys, which gather subconscious reactions by asking customers to choose images that resonate with them.
This approach eliminates bias and provides deeper emotional insights into why people feel connected to a product.
3. Optimize Website & Checkout Flow for Emotional Triggers
Brands invest heavily in getting people to their website, but fail to optimize the checkout experience for behavior-driven decision-making. Sarah suggests:
- Using heatmaps to track subconscious engagement.
- Gamifying the checkout process (like Amazon’s one-click experience).
- Structuring choices strategically (e.g., showing the most emotionally resonant products first).
The Future: Emotional Marketing as the New Standard
Sarah predicts that over the next 3-5 years, brands will be forced to move away from forced trust-building tactics and instead prove their authenticity through deep customer insights.
“We used to manufacture trust. Now we have to earn it.”
Instead of telling customers why they should trust you, brands must showcase trustworthiness through transparent messaging, relatable content, and real human experiences.
Want to hear the full conversation?
Listen to Episode 06 of How They Scaled It on Spotify: https://open.spotify.com/episode/0YhqNT521y7kVg50Ww0QCq
Final Thoughts: Winning with Emotional Intelligence
For brands looking to thrive in a post-targeting world, the key is understanding and activating emotional data.
Don’t just track clicks—track emotions.
Don’t just segment by age—segment by identity and worldview.
Don’t just push products—craft stories that resonate deeply.
Brands that master these principles will outperform the competition, create deeper customer loyalty, and future-proof their marketing strategies.
To learn more about Tether Insights, visit Tetherinsights.io.
