Why are emotions important?
Emotions are not just touchy feely reactions.
Rather, emotions are powerful influencers of behavior, relationships, evaluation & consideration, to name a few.
In fact, human responses are generally a combination of rational and emotional processing. There is no such thing as a purely rational decision, but there are purely emotional decisions.
Tapping into and understanding emotions permits researchers and consultants to more fully comprehend why people think and act the way they do.
However, many traditional methodologies tend to solely focus on the rational factors.