WE BELIEVE IT’S NOT ABOUT WHAT TO DESIGN, IT’S ABOUT DESIGNING FOR REAL NEEDS, STARTING FROM EMOTIONS.
MANIFESTO
An emotion-driven approach to innovation.
Most products don’t fail because of execution, but because they start from wrong assumptions about what people truly desire. This is the real challenge for every product leader: the uncertainty of building for needs that may not exist.
Emotional Thinking repositions emotions as the starting point for decision-making, not a layer added in execution. By aligning choices with real desires from the beginning, it reduces uncertainty and turns guesswork into clarity.
The benefits are tangible: faster and more confident decisions, less waste, and products that connect meaningfully with the market. What was once a leap into the unknown becomes a guided journey, rooted in human truth.
START
APPROACH
The Emotional Thinking framework shifting emotions from aesthetics to direction aligns ideas with desire before they exist
what we do
BEFORE THE PRODUCT IDEAS EXIST, WE UNLOCK THE DESIRES THEY SHOULD ANSWER
how we do
offer
Future Innovation
Before ideas exist
Market Blueprint
Track in real time, A clear map of your category who’s playing, what they’re doing, and where emotional gaps leave space for you to win.
Category desire
What people love, hate, expect, and dream when thinking about your product category.
Design perception
Understand how consumers emotionally react to shapes, materials, functions, and design.
Product Validation
Ideas need market proof
Market Mismatch
Positioning misses the mark when the idea, tone, or style doesn’t match your audience’s world, creating confusion, friction, or the sense that “this isn’t for me.”
Emotional-Market Fit
Identify groups of people who are looking for a product like yours but can’t find it. Uncover frustration, unexpressed desires, or unmet needs.
Performance Desire
When the product itself doesn’t spark excitement. Even if the idea is right, the shapes, materials, or details don’t make people want it when they see or try.
Design Integration
Ideas become design
Design Luanchpads
Turn emotional insights into creative guidelines defining what and how to express it across design elements like UI/UX, CMF and all the other aspects.
Marketing storytelling
We shape the emotional experience of the product with scripts and storyboards that transform psychological insights into desire for marketing.
Branding blueprint
A clear framework mapping the key emotions to activate across the entire product experience from design and packaging to touchpoints and naming.
Innovators do what others can’t.
Start with a free of charge demo, uncover in one week what people think, tell and feel in your product category.
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Benefits
Make smarter desicisons drives tangible results.
-
%
Failure risk reduction
+
x
Accelerating time to market
0.7
€/M
Losses voided
%
Design Iteration
+
x
ROI
Potential ROI generated