💬 The Feels Barometer – Mapping Emotional Nuance Across Cultures For TRA x DDB
Client: TRA x DDB, 2024
Role: Cultural Insight Analyst
Services: Qualitative Data Analysis, Cultural Comparison, Insight Framework Development
The Challenge
As part of The Feels Barometer—a cross-cultural research platform exploring how emotion shows up in everyday life—DDB and TRA set out to capture and decode how feelings are experienced and expressed in different cultural contexts. The project aimed to help brands build emotionally intelligent strategies grounded in real human insight.
Strategic Focus
I was responsible for analysing large volumes of qualitative data collected via the platform Recollective, focusing specifically on participants in Australia and India. My role was to:
Identify key emotional patterns and cultural nuances across two distinct markets
Map emerging insights into a structured framework to compare emotional expression and triggers
Surface cross-market themes and local differences that could inform future brand storytelling and campaign development
Highlight emotional tensions and cultural expressions across themes such as identity, family, celebration, and vulnerability
My work transformed unstructured emotional responses into clear, actionable insight—laying the groundwork for a culturally sensitive emotional taxonomy.
Impact
The insights I developed helped the team build a nuanced cross-market comparison of emotion, informing the visual language, content direction, and strategic positioning of The Feels Barometer platform. These outputs now feed into brand strategy, creative briefing, and cultural planning across DDB’s global network.
Need to Understand Your Audience’s Emotions?
I help agencies and brands make sense of complex qualitative data, translating emotion into cultural insight that drives deeper engagement and smarter strategy. If you need help turning raw human stories into structured frameworks for global marketing, get in touch.