How Emotional Insight Is Rewiring Marketing Strategy at Scale

On Televisionation: Curren¢y by ITVT, Sooth founder Ian Baer unpacks how decoding emotional decision-making is reshaping modern marketing. He shares how Sooth’s proprietary methodology identifies emotional receptivity—helping brands build what he calls a “roadmap to empathy.” By understanding what people feel, not just what they do, marketers can create campaigns that resonate more deeply, perform more powerfully, and connect more authentically with consumers.