Treatments for Chronic Pain: Understanding the Critical Role of Emotion

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Primary market research has historically focused on capturing attitudinal and  behavioral information for a particular target audience. What it has often lacked, and what will be the focus of this whitepaper – is emotion and why it is an important explanatory construct.

The goal of this piece is to demonstrate how we’re able to provide a holistic perspective of any audience by tapping into emotions in addition to attitudes and behaviors.

Going forward, it is critical to have a comprehensive framework for assessing decision behaviors that includes not only how we behave and what we think, but also how we feel.

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