B
Evidence Grade B
Graded
under review
Safe to Cite
Current
0.6x
0.6x -- correlation with in market trial for integrated emotional and traditional concept-testing metrics (2026)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
0.6x
Unit
Ratio
Data Vintage
2026
Entity
Sample Size
1,200
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Ipsos
Primary
Tier B
https://thecatalyx.com/why-emotion-alone-rarely-builds-successful-innovation/ ↗
Source Article
Why Emotion Alone Rarely Builds Successful Innovation
Why Emotion Alone Rarely Builds Successful Innovation
Marketers love emotion. We always have.
It’s the lifeblood of campaigns, the spark behind virality, the reason some ideas make us smile while others leave us cold. Neuroscience and psychology have shown that people often make decisions intuitivel…
Original Research
Ipsos
· Original study ↗
Methodology
Ipsos meta-analysis of more than 1,200 concept tests; range 0.6-0.65, midpoint reported
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
integrated emotional and traditional concept-testing metrics: 0.6x correlation with in market trial. Source: Ipsos (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ipsos-integrated-metrics-r06-065
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<blockquote cite="https://lighthousedata.io/data/ipsos-integrated-metrics-r06-065" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>0.6x</strong> -- correlation with in market trial for integrated emotional and traditional concept-testing metrics<br><small>Source: Ipsos (2026) · <a href="https://lighthousedata.io/data/ipsos-integrated-metrics-r06-065" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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