{"id":6109,"date":"2025-10-31T11:32:09","date_gmt":"2025-10-31T11:32:09","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=6109"},"modified":"2026-01-27T10:00:26","modified_gmt":"2026-01-27T10:00:26","slug":"holiday-consumer-behavior-research","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/","title":{"rendered":"Festive Faultlines: Decoding the Emotions in Consumer Behavior Research \u2014 Highlights from ESOMAR 2025 \u00a0"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>Every festive season arrives with its familiar patterns of tradition: lights, gifts, family gatherings, and more. Yet beneath this surface lies a more complex reality, one defined by a mix of emotions, contradictions and invisible pressures that shape how people celebrate, spend and connect.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>This is precisely what our experts Ruchika Gupta (CEO)<\/strong> and <strong>Camilla Hasler (Sales Director, UK &amp; EU)<\/strong> set out to reveal in their <em>ESOMAR 2025 <\/em>session, <strong><em>\u201cFestive Faultlines: The Story Beneath the Sparkle,\u201d<\/em><\/strong> stating how the emotions beneath the celebrations tell a very different story.&nbsp;<\/p><\/br>\n\n\n\n<p>Their <a href=\"https:\/\/borderlessaccess.com\/ba-insightz\" target=\"_blank\" rel=\"noreferrer noopener\">consumer behavior research<\/a> uncovered the hidden \u2018faultlines\u2019 that shape how people make purchasing decisions and why understanding these hidden emotional tensions gives brands a sharper edge during the most emotionally charged season of the year.\u00a0<\/p><\/br>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/#The_Hidden_Reality_Behind_the_Celebrations\" title=\"The Hidden Reality Behind the Celebrations&nbsp;\">The Hidden Reality Behind the Celebrations&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/#Seeing_Beneath_the_Surface_with_Deeper_Consumer_Insights\" title=\"Seeing Beneath the Surface with Deeper Consumer Insights&nbsp;\">Seeing Beneath the Surface with Deeper Consumer Insights&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/#Beyond_Consumption_The_Longitudinal_Immersion_Approach\" title=\"Beyond Consumption: The Longitudinal Immersion Approach&nbsp;\">Beyond Consumption: The Longitudinal Immersion Approach&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/#The_Festive_Journey_Isnt_That_Straightforward\" title=\"The Festive Journey Isn\u2019t That Straightforward\">The Festive Journey Isn\u2019t That Straightforward<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/#Emotional_Faultlines_That_Drive_Festive_Decisions\" title=\"Emotional Faultlines That Drive Festive Decisions&nbsp;\">Emotional Faultlines That Drive Festive Decisions&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/#Borderless_Access_Edge_Turning_Emotions_into_Actions\" title=\"Borderless Access\u2019 Edge: Turning Emotions into Actions&nbsp;\">Borderless Access\u2019 Edge: Turning Emotions into Actions&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/#The_Much-Needed_Shift_Towards_Human-Centric_Insights\" title=\"The Much-Needed Shift Towards Human-Centric Insights&nbsp;\">The Much-Needed Shift Towards Human-Centric Insights&nbsp;<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-the-hidden-reality-behind-the-celebrations-nbsp\"><span class=\"ez-toc-section\" id=\"The_Hidden_Reality_Behind_the_Celebrations\"><\/span><strong>The Hidden Reality Behind the Celebrations&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"532\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/10\/The-Hidden-Reality-Behind-the-Celebrations-01-01-1024x532.webp\" alt=\"\" class=\"wp-image-6151\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/10\/The-Hidden-Reality-Behind-the-Celebrations-01-01-1024x532.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/10\/The-Hidden-Reality-Behind-the-Celebrations-01-01-300x156.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/10\/The-Hidden-Reality-Behind-the-Celebrations-01-01-768x399.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/10\/The-Hidden-Reality-Behind-the-Celebrations-01-01.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>According to consumer behavior research carried out by Borderless Access, people stretch themselves to preserve the magic even when it costs them peace of mind. Across regions, the holiday shopping trends speak volumes:&nbsp;<\/p><\/br>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Two-thirds of UK mothers<\/strong> report feeling financial strain around the holidays.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Half of Italian families<\/strong> make detailed Christmas budgets.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Nine out of ten Spanish households<\/strong> still plan to buy multiple gifts even when finances are tight.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>The festive window becomes an arena of heightened sensitivity. On one hand it offers a rich opportunity to engage, uplift and drive sales. On the other, tone-deaf messaging, ill-timed offers or assumptions of abundance can backfire and alienate consumers who are ever-more aware of trade-offs.&nbsp;<\/p><\/br>\n\n\n\n<p>Successful brands are those that <strong>recognize<\/strong> the dual emotional state and <strong>respond<\/strong> with targeted offers, messages and experiences that feel realistic, empathetic and aligned with the moment\u2019s tension.&nbsp;&nbsp;<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-seeing-beneath-the-surface-with-deeper-consumer-insights-nbsp\"><span class=\"ez-toc-section\" id=\"Seeing_Beneath_the_Surface_with_Deeper_Consumer_Insights\"><\/span><strong>Seeing Beneath the Surface with Deeper Consumer Insights&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The session explored how Borderless Access is tackling the challenge of uncovering deeper emotional drivers by going beyond surface-level behavior. In doing so, it empowers business leaders to translate emotion-led insights into actionable strategies, enabling sharper positioning, smarter product design, and more proactive brand engagement.&nbsp;<\/p><\/br>\n\n\n\n<p>On the surface, holidays are about celebration, generosity, and spending. Beneath lies restraint, guilt, and fatigue. These contradictions can\u2019t be fully captured by traditional surveys or after-the-fact recall.&nbsp;<\/p><\/br>\n\n\n\n<p>That\u2019s where Deep Sense\u2122, Borderless Access\u2019 proprietary solution for qualitative research, comes in. It\u2019s built to capture the fleeting, in-the-moment emotions that define how people actually feel as the festive season unfolds. This is something traditional surveys often miss out on.&nbsp;<\/p><\/br>\n\n\n\n<p>The result? Not just what people <em>do<\/em>, but why they do it.&nbsp;<\/p><\/br>\n\n\n\n<p>This detailed approach to consumer behavior research revealed that emotions don\u2019t move in neat, predictable lines. Instead, there is a constant back-and-forth between joy and guilt, excitement and fatigue, generosity and self-control. The most meaningful insights, it turns out, live in those micro-moments where emotions contradict each other.\u00a0<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-beyond-consumption-the-longitudinal-immersion-approach-nbsp\"><span class=\"ez-toc-section\" id=\"Beyond_Consumption_The_Longitudinal_Immersion_Approach\"><\/span><strong>Beyond Consumption: The Longitudinal Immersion Approach<\/strong>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To truly understand how consumers live through these emotional shifts, Borderless Access conducted eight-week longitudinal immersions across multiple regions, tracking parents\u2019 rituals, stresses, highs and lows to uncover the emotional undercurrents behind their festive-season choices.&nbsp;<\/p><\/br>\n\n\n\n<p>The method departed from traditional survey norms in four key ways:&nbsp;<\/p><\/br\n\n\n\n<ol class=\"wp-block-list\">\n<li><\/li>\n<\/ol>\n\n\n\n<p style=\"font-size:18px\"><strong>1. Real-time, not retrospective:<\/strong>\u00a0<br>Feelings were captured as they happened, before memory and justification set in.\u00a0<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\"><strong>2.<\/strong> <strong>Multi-layered capture:<\/strong>\u00a0<br>Thoughts, photos, and voice notes offered a full-circle understanding of daily emotional states.\u00a0<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\"><strong>3. Human rhythms, not research schedules:<\/strong>\u00a0<br>Instead of interrupting participants, the team adapted to their festive flow \u2014 joining their time, not imposing theirs.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\"><strong>4. Finding meaning in unexpressed emotions:<\/strong>\u00a0<br>The emotions tracked (joy, guilt, stress, relief) were mapped into decision-making frameworks, helping brands act on them meaningfully.\u00a0<\/p><\/br>\n\n\n\n<p>Such an immersive approach to gaining <a href=\"https:\/\/borderlessaccess.com\/blog\/consumer-behavior-research-quirks-ny-recap\/\" target=\"_blank\" rel=\"noreferrer noopener\">consumer behavior insights<\/a> allows the Borderless Access team to transform behavioral data into real emotional drivers that guide festive season decisions.<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-festive-journey-isn-t-that-straightforward\"><span class=\"ez-toc-section\" id=\"The_Festive_Journey_Isnt_That_Straightforward\"><\/span><strong>The Festive Journey Isn\u2019t <\/strong>That Straightforward<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>When you plot the festive journey, it looks neat \u2014 plan, purchase, celebrate. But the emotional experience is anything but linear. Borderless Access\u2019 consumer behavior research revealed that the weeks leading to Christmas are a <strong>cycle of anticipation, fatigue, stress, and relief.<\/strong>\u00a0<\/p><\/br>\n\n\n\n<p>Here\u2019s how the consumer behavior evolves across moods:\u00a0<\/p><\/br>\n\n\n\n<figure style=\"font-size:18px\" class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Stage<\/strong>&nbsp;<\/td><td><strong>Mood<\/strong>&nbsp;<\/td><td><strong>Behavior<\/strong>&nbsp;<\/td><td><strong>Brand Opportunity<\/strong>&nbsp;<\/td><\/tr><tr><td><strong>Pre-November<\/strong>&nbsp;<\/td><td>Hopeful yet cautious&nbsp;<\/td><td>Early browsing&nbsp;<\/td><td>Spark interest with wishlists and light inspiration&nbsp;<\/td><\/tr><tr><td><strong>Early\u2013Mid November<\/strong>&nbsp;<\/td><td>Excitement meets confusion&nbsp;<\/td><td>Window shopping, list-making&nbsp;<\/td><td>Simplify with curated picks and bundles&nbsp;<\/td><\/tr><tr><td><strong>Late November (Black Friday)<\/strong>&nbsp;<\/td><td>Stress and control-seeking&nbsp;<\/td><td>Deal hunting&nbsp;<\/td><td>Reinforce value as <em>smartness<\/em>, not cheapness&nbsp;<\/td><\/tr><tr><td><strong>Early December<\/strong>&nbsp;<\/td><td>Festive buzz, shared rituals&nbsp;<\/td><td>Early gifting&nbsp;<\/td><td>Offer reassurance \u2014 \u201cyou\u2019re on track\u201d nudges&nbsp;<\/td><\/tr><tr><td><strong>Mid December<\/strong>&nbsp;<\/td><td>Panic and pressure&nbsp;<\/td><td>Last-minute buying&nbsp;&nbsp;<\/td><td>Be the \u201crescue hero\u201d \u2014 fast delivery, reliability&nbsp;<\/td><\/tr><tr><td><strong>Christmas Week<\/strong>&nbsp;<\/td><td>Relief, gratitude&nbsp;<\/td><td>Reflection, connection&nbsp;<\/td><td>Encourage sharing and memory-marking<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>It shows how awareness does not necessarily translate into readiness. People start thinking about Christmas early, but they don\u2019t always act. Brands that help them convert excitement into guided action through structure, reassurance, and emotional support win the season.&nbsp;<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-emotional-faultlines-that-drive-festive-decisions-nbsp\"><span class=\"ez-toc-section\" id=\"Emotional_Faultlines_That_Drive_Festive_Decisions\"><\/span><strong>Emotional Faultlines That Drive Festive Decisions<\/strong>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The research uncovered a set of three universal tensions that shape holiday behavior across cultures and markets.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>1. Gifts as Emotional Insurance<\/strong>&nbsp;<\/p>\n\n\n\n<p>Gifting isn\u2019t just about generosity; it\u2019s about emotional safety.&nbsp;<br>Behind every present is a hidden worry: <em>Will this protect me from disappointing someone?<\/em>&nbsp;<\/p><\/br>\n\n\n\n<p>In this light, gifts become symbols of care that protect against guilt or judgment.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>What This Means for Brands: <\/strong><strong><em>Be the brand that helps consumers show they care.<\/em><\/strong>&nbsp;<\/p><\/br>\n\n\n\n<p><strong>2. The Sense of Belonging<\/strong>&nbsp;<\/p>\n\n\n\n<p>Festivities test family dynamics. Between grandparents, parents, and children, the definition of \u201cdoing it right\u201d is constantly negotiated. Tradition meets modernity, and belonging is something people work to earn.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>What This Means for Brands: <\/strong><strong><em>Empower consumers to navigate family dynamics with confidence.<\/em><\/strong>&nbsp;<\/p><\/br>\n\n\n\n<p><strong>3. Magic vs. Authenticity<\/strong>&nbsp;<\/p>\n\n\n\n<p>People always juggle between curating the perfect, picture-ready moment and embracing the messy, real one. The tension between magic and authenticity gives celebrations their meaning.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>What This Means for Brands: <\/strong><strong><em>Highlight the beauty in real, imperfect moments while still inspiring wonder and joy.<\/em><\/strong>&nbsp;<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-borderless-access-edge-turning-emotions-into-actions-nbsp\"><span class=\"ez-toc-section\" id=\"Borderless_Access_Edge_Turning_Emotions_into_Actions\"><\/span><strong>Borderless Access\u2019 Edge: Turning Emotions into Actions<\/strong>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Throughout the session, our experts highlighted how Borderless Access is combining advanced digital research methodologies with authentic human understanding to turn festive insights into intelligence that drives smarter, more empathetic brand decisions.&nbsp;<\/p><\/br>\n\n\n\n<p>Here\u2019s how their approach is making a difference:&nbsp;<\/p><\/br>\n\n\n\n<p><strong>1. Real-Time Emotional Mapping<\/strong>&nbsp;<\/p>\n\n\n\n<p>Deep Sense captures emotional reactions <em>as they happen<\/em>, using in-the-moment input instead of delayed recall. It allows clients to see micro-shifts in mood and motivation \u2014 essential in fast-moving, high-stakes seasons like Christmas.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>2. Cross-Regional Immersion<\/strong>&nbsp;<\/p>\n\n\n\n<p>With panels spanning multiple markets, Borderless Access uncovers universal emotional triggers while capturing local nuances.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>3. Integrated Human + AI Insight<\/strong>&nbsp;<\/p>\n\n\n\n<p>While AI assists in analyzing emotional data, the interpretation remains deeply human. The focus isn\u2019t on replacing judgment with automation but <strong>ensuring<\/strong> the insights retain empathy and cultural intelligence.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>4. Action-Oriented Frameworks for Clients<\/strong>&nbsp;<\/p>\n\n\n\n<p>Borderless Access\u2019 \u201cEmotion-to-Meaning\u201d framework translates feelings like guilt, control, and relief into actionable marketing strategies, timing campaigns effectively and helping brands communicate with more empathy.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>Lessons for Researchers and Marketers<\/strong>&nbsp;<\/p>\n\n\n\n<p>The \u201cFestive Faultlines\u201d framework holds practical value for anyone working with consumer data:&nbsp;<\/p><\/br>\n\n\n\n<p><strong>For Researchers<\/strong>&nbsp;<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Decode, don\u2019t just describe.<\/strong> Focus on the tension points, not just rituals.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Follow emotions in motion.<\/strong> Real-time, longitudinal methods reveal more than one-time surveys ever could.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Embrace contradictions.<\/strong> Insight often hides where joy and stress intersect.&nbsp;<br><\/li><\/br>\n<\/ul>\n\n\n\n<p><strong>For Marketers<\/strong>&nbsp;<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Guide action early.<\/strong> Turn awareness into readiness through structure and reassurance.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Shift how you define value.<\/strong> Deals communicate dignity and control, not just affordability.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Anchor communication in emotion.<\/strong> Reassurance, belonging, and authenticity cut across every category from retail to travel to FMCG.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-much-needed-shift-towards-human-centric-insights-nbsp\"><span class=\"ez-toc-section\" id=\"The_Much-Needed_Shift_Towards_Human-Centric_Insights\"><\/span><strong>The Much-Needed Shift Towards Human-Centric Insights&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The session ended with a reminder that consumers behind every purchase manage complex inner worlds: wanting to give more than they can afford and feel close even when exhausted.&nbsp;<\/p><\/br>\n\n\n\n<p>That\u2019s why Borderless Access continues to push the industry toward more human-centric, emotion-aware insights in consumer behavior research.<\/p><\/br>\n\n\n\n<p>By seeing consumers not as data points but as people balancing contradictory feelings, brands can communicate with empathy and build loyalty that lasts beyond the holidays. Borderless Access is always helping brands capture these feelings and deliver the best to the consumers.&nbsp;&nbsp;<\/p><\/br>\n\n\n\n<p><a href=\"https:\/\/www.borderlessaccess.com\/contact-us\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Connect With Our Experts<\/strong>&nbsp;<\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Every festive season arrives with its familiar patterns of tradition: lights, gifts, family gatherings, and more. Yet beneath this surface lies a more complex reality, one defined by a mix of emotions, contradictions and invisible pressures that shape how people celebrate, spend and connect.&nbsp; This is precisely what our experts Ruchika Gupta (CEO) and Camilla Hasler (Sales Director, UK &amp; EU) set out to reveal in their ESOMAR 2025 session, \u201cFestive Faultlines: The Story Beneath the Sparkle,\u201d stating how the emotions beneath the celebrations tell a very different story.&nbsp; Their consumer behavior research uncovered the hidden \u2018faultlines\u2019 that shape how&#8230;<\/p>\n","protected":false},"author":24,"featured_media":6181,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[80],"tags":[],"class_list":["post-6109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-talk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Consumer Behavior Research: Decoding Holiday Emotions<\/title>\n<meta name=\"description\" content=\"Discover key takeaways from our ESOMAR 2025 session as Borderless Access redefines consumer behaviour research during festive seasons.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Festive Faultlines: Decoding the Emotions in Consumer Behavior Research \u2014 Highlights from ESOMAR 2025 \u00a0\" \/>\n<meta property=\"og:description\" content=\"Discover key takeaways from our ESOMAR 2025 session as Borderless Access redefines consumer behaviour research during festive seasons.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-31T11:32:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-27T10:00:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/05\/blog-og-image-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"418\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Camilla Hasler\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Camilla Hasler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/\",\"name\":\"Consumer Behavior Research: Decoding Holiday Emotions\",\"isPartOf\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\"},\"datePublished\":\"2025-10-31T11:32:09+00:00\",\"dateModified\":\"2026-01-27T10:00:26+00:00\",\"author\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#\/schema\/person\/e35c75bda8e3d28d2ce50b22bec11285\"},\"description\":\"Discover key takeaways from our ESOMAR 2025 session as Borderless Access redefines consumer behaviour research during festive seasons.\",\"breadcrumb\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/holiday-consumer-behavior-research\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/borderlessaccess.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Festive Faultlines: Decoding the Emotions in Consumer Behavior Research \u2014 Highlights from ESOMAR 2025 \u00a0\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/\",\"name\":\"Market Research Insights - Borderless Access Blog\",\"description\":\"Gain fresh perspectives and insights on global trends for your business growth. 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