When Rational Isn't Enough: Turning Emotional Insight Into Business Growth

Did you know that the organizations that win are not the ones with the most data, but rather the ones that translate insight into action? 

At the recent Quirks Event in Dallas, we highlighted how Jackson National Life Insurance Distributors and Advanis, through a series of interrelated qualitative and quantitative studies, are unlocking emotional and psychological drivers behind the complex purchase decision that retirement savers face: increasing retirement security through annuities.

There is a general misconception that purchase decisions are based on rationality, especially in categories like retirement planning. In reality, they are also deeply emotional, shaped by hope, fear, uncertainty, aspiration, and life experiences. Based on an eight-year partnership with Jackson National Life Insurance Distributors, the presentation explored what happens when emotional and behavioral insight becomes embedded in business strategy.

• Learn how to surface emotional and psychological insights, embed them within a comprehensive decision framework, and use them to influence behavior, accelerate adoption, and support long-term growth in your category.
• Learn how Jackson uses an intentional research strategy (vs. “ad hoc” approach) to drive commercial impact.
• Gain inspiration on how relevant and regular internal communication to key stakeholders, for burning corporate challenges, can create meaningful and recognized organizational impact.

There is a growing population of Americans approaching their retirement who are insufficiently prepared to live the life they want. Jackson faced a critical challenge: how to provide retirement savers with a greater sense of security and financial freedom—and equip advisors to guide decisions shaped more by emotion than logic.

The financial service sector is rich in quantitative data that explains what consumers do. Jackson recognized that understanding why consumers behave the way they do, required exploring more human dimensions. In partnership with Advanis, Jackson embarked on an intentional research program designed to uncover emotional, psychological, and behavioral forces shaping retirement decision-making. Together, we combined consumer emotional need states with analytical data to create clear, compelling narratives—designed for internal communication activation and effective dissemination—to drive bottom-line impact. These fresh perspectives shape advisor conversations, refine messaging, and inform marcom, sales and product development strategies. These new strategies resonated powerfully with people preparing for retirement, improving engagement and Jackson’s growth.

This session helped attendees understand how revealing the human side of decision-making enables brands across industries to drive seemingly rational product adoption—into business growth.

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