Between 70% and 95% of impulse purchases made by Italians are emotional and irrational: this is one of the main conclusions reached by the survey “Italiani 2016”, which will be presented today in Milan by Inthera, the content and data marketing company created by the Mondadori Group by bringing together extensive expertise in market research with direct and digital marketing.

“Our mission is to enable companies to build stable relationships with their audiences,” said Righel Anglois, chief executive of Inthera. “We are operating in an era in constant evolution, where the channels and the way people communicate are putting a strain on companies’ business performance. Our approach starts from an analysis of consumer perceptions and behaviour, an ability to profile targets and the production of authoritative content to develop and construct targeted surveys and communication projects for companies in the sectors in which Mondadori Group brands operate.”

The “Italiani 2016” survey, created in collaboration with Emotional Marketing, goes beyond traditional socio-demographic metrics by integrating them with a recognition of the target’s emotional sphere.

The survey, which will be presented to the market today during an event organised at Philip Morris International’s IQOS™ Embassy in Milan in the presence of Carlo Mandelli, the general manager of Mondadori Magazines Italy, demonstrates how emotions inspire Italian consumers and how the tastes and interests of consumers are of vital significance for those in charge of directing companies’ marketing policies.

Also present to discuss the topic will be Matteo Lunelli, the chairman of Cantine Ferrari, advertising creative director  Lorenzo Marini and Michelangelo Tagliaferri, the founder of the Accademia della Comunicazione in Milan, who, during a roundtable discussion moderated by the editor of Panorama, Giorgio Mule, will share their experiences and testimony with the audience.