Index 251 E F factual input, misleading, 13 family-friendly programs, 118 feedback, contradictory, 213 importance of, 61 obtaining immediate, 66 field-support team, 172 financial security, long-term, 116 focus groups, 58-65 deciding on when to use, 65-66 dynamics of, 62 online, 65 self-conscious, 62-63 skepticism toward, 66 focus groups versus surveys, 58 emotion, motivation for, 11 the power of, 17-30 emotional anchors, 125 insights, 245-246 trigger clues, 20-23 trigger, definition of, 12 emotional triggers, 203 conflicting, 189 importance of, 19-20 overview of, 18-19 unlocking, 66 emotional-trigger research, 13, 18, 20, 31-50, 72, 75, 78, 85, 95, 102, 107, 109, 115, 128, 133,