Using a Positive Psychology lens to find opportunities for brands

The Case for a Positive Lens in Consumer Research

I’ve found that in life, and in research, real breakthroughs happen when we stop chasing what’s wrong - and start exploring what’s possible.

In a world flooded with consumer data, it’s easy to get stuck diagnosing problems. But brands that want to stay relevant don’t just fix—they elevate. They tap into joy, confidence, belonging, and hope. They don’t only meet needs—they meet dreams and aspiration.

Enter Positive psychology: the scientific study of what makes life worth living. It looks at thriving, not just surviving. When applied to market research, it shifts the conversation from “What’s broken?” to “What’s working, and how can we amplify it?”—a question that unlocks innovation, emotion, and growth.

I spent a year studying positive psychology at the University of Pennsylvania, the birthplace of PP, and the place where Martin Seligman, widely regarded as the founder of positive psychology, launched the first graduate degree program in the discipline. In a nutshell, positive psychology studies why things go right, e.g., an Olympic athlete wining the gold, an entrepreneur launching a highly successful business venture, a community of people routinely living into their 90s and older. Positive psychology studies these people and develops interventions that replicate the factors driving their success, so others can apply the principles to their own lives.

So, what if the future of consumer insight isn’t just about identifying gaps—but about uncovering human potential? If that doesn't scare you, you may want to incorporate positive psychology into your research practice. Not (only) as a mindset shift; but as a method for uncovering richer, more strategic opportunities for brand growth.

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From Data to Discovery: What Positive Psychology Can Unlock

• Emotional drivers behind everyday decisions

• Aspirations that shape how people see themselves

• Moments of delight and meaning that are often overlooked

• New innovation spaces rooted in identity, not just function

This isn’t just marketing fluff—these are strategic springboards for product development, customer experience, and long-term brand resonance.

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How This Changes the Research Conversation

Traditional research often sounds like this:

“Tell me what you don’t like about shopping for this product” or “How would you improve this product?”

A positive psychology approach asks:

“Tell me about a time when a brand made you feel seen, smart, or powerful.”

That subtle shift unlocks a very different kind of insight. Rather than cataloging pain points, we’re identifying moments of emotional connection—the sparks that can lead to preference, loyalty, and advocacy.

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A Real-World Example

Recently, I led a series of interviews with people about their wellness routines to help a brand fill its innovation pipeline. Instead of asking what products they wished existed, I asked:

“When do you feel most in balance?”
“What’s a moment in your day you really look forward to?”
“If a brand could help you feel more like your best self, what would it do?”

What we heard wasn’t a list of features. It was a map of emotional need states—ease, vitality, agency, connection. The client walked away with not just ideas for new product SKUs, but a refreshed brand platform based on how people want to feel, not just what they want to buy.

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Using Positive Psychology in Practice

If you’re a marketer or insights leader, here are a few ways to bring positive psychology into your work:

• Use Appreciative Inquiry: Ask about high points, successes, or proud moments with a product or brand.

• Map Emotional Peaks: Identify moments of joy, ease, or confidence—not just pain points.

• Design for the Ideal Self: Don’t just fix problems. Ask how your brand helps someone become who they want to be.

When you ground your innovation and messaging in aspirational emotional need states, you're not just updating products—you’re updating meaning. This approach ensures you're building not only functionality but emotional fluency, meeting your consumer where they hope to be, not just where they are.

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Final Thoughts

True insight doesn’t start with what's broken. It starts with what’s meaningful. When you uncover what people genuinely love, aspire to, and want more of—you find the space where brands can matter more. This is where growth lives, and it’s where our work begins. And positive psychology can take us there.

Want to talk more about how positive psychology can help your brand get closer to the consumer? Want to talk conceptually and or methodologically? Send me an email and let’s have a chat!