--- title: Essays | Kristian Alomá, PhD description: Essays on brands, psychology, and human behavior - exploring how people make meaning, build identity, choose brands, and tell their stories. --- # Kristian Alomá, PhD [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/jon-sailer-ak2S0tA3RN0-unsplash-1.jpg?width=1920&height=1279&name=jon-sailer-ak2S0tA3RN0-unsplash-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/why-narrative-approaches-unlock-deeper-more-accurate-insights-in-research) 4 min read #### [Why Narrative Approaches Unlock Deeper, More Accurate Insights in Research](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/why-narrative-approaches-unlock-deeper-more-accurate-insights-in-research) Sep 5, 2025 3:29:49 AM Market research is built on a promise: to uncover what people think, feel, and ultimately, why they behave the way they do. But as any researcher or... [Narrative & Meaning](https://www.threadlinebranding.com/en-us/essays/tag/narrative-meaning) [Research & Insight](https://www.threadlinebranding.com/en-us/essays/tag/research-insight) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/why-narrative-approaches-unlock-deeper-more-accurate-insights-in-research) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/denise-jans-B_L5_wcs6-Y-unsplash-2-1.jpg?width=1920&height=1282&name=denise-jans-B_L5_wcs6-Y-unsplash-2-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/the-four-reasons-market-research-fails-to-drive-action-and-what-you-can-do-about-it) 5 min read #### [The Four Reasons Market Research Fails to Drive Action – and What You Can Do About It](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/the-four-reasons-market-research-fails-to-drive-action-and-what-you-can-do-about-it) Aug 27, 2025 3:47:56 AM Every year, organizations invest millions into market research. Teams labor over survey design, conduct interviews, synthesize findings, and prepare... [Point-of-View](https://www.threadlinebranding.com/en-us/essays/tag/point-of-view) [Research & Insight](https://www.threadlinebranding.com/en-us/essays/tag/research-insight) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/the-four-reasons-market-research-fails-to-drive-action-and-what-you-can-do-about-it) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/jon-tyson-bvLjRcFhMdM-unsplash-2-2.jpg?width=1920&height=2501&name=jon-tyson-bvLjRcFhMdM-unsplash-2-2.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/can-algorithms-understand-emotion) 4 min read #### [Can Algorithms Understand Emotion?](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/can-algorithms-understand-emotion) Apr 9, 2025 10:14:17 AM Why Emotional Meaning Requires More Than Data Emotion is one of the most powerful forces in human behavior—and one of the hardest to interpret. In an... [Decisions & Behavior](https://www.threadlinebranding.com/en-us/essays/tag/decisions-behavior) [Point-of-View](https://www.threadlinebranding.com/en-us/essays/tag/point-of-view) [Research & Insight](https://www.threadlinebranding.com/en-us/essays/tag/research-insight) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/can-algorithms-understand-emotion) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/daiga-ellaby-43XxaYYCWQw-unsplash-2-1.jpg?width=1920&height=1280&name=daiga-ellaby-43XxaYYCWQw-unsplash-2-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/from-stay-to-story-how-emotional-attachment-and-guest-tribes-are-shaping-luxury-hospitality) 3 min read #### [From Stay to Story: How Emotional Attachment and Guest Tribes Are Shaping Luxury Hospitality](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/from-stay-to-story-how-emotional-attachment-and-guest-tribes-are-shaping-luxury-hospitality) Apr 9, 2025 7:04:59 AM Luxury hospitality is undergoing a quiet but profound transformation. The expectations of today’s travelers have shifted away from opulence for its... [Travel & Hospitality](https://www.threadlinebranding.com/en-us/essays/tag/travel-hospitality) [Brand Relationships](https://www.threadlinebranding.com/en-us/essays/tag/brand-relationships) [Narrative & Meaning](https://www.threadlinebranding.com/en-us/essays/tag/narrative-meaning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/from-stay-to-story-how-emotional-attachment-and-guest-tribes-are-shaping-luxury-hospitality) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/natalia-blauth-DLb62xdMU4c-unsplash-1.jpg?width=7000&height=4669&name=natalia-blauth-DLb62xdMU4c-unsplash-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/how-ethical-brands-can-avoid-the-virtue-signaling-trap) 4 min read #### [How Ethical Brands Can Avoid the ‘Virtue Signaling’ Trap](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/how-ethical-brands-can-avoid-the-virtue-signaling-trap) Feb 21, 2025 8:41:07 AM The Power of Narrative in Ethical Branding A brand’s narrative is more than just a marketing tool—it’s the foundation of its identity. The most... [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Brand Relationships](https://www.threadlinebranding.com/en-us/essays/tag/brand-relationships) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/how-ethical-brands-can-avoid-the-virtue-signaling-trap) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/mandy-von-stahl-VDiGTEO0TYY-unsplash-2-2.jpg?width=1920&height=1266&name=mandy-von-stahl-VDiGTEO0TYY-unsplash-2-2.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/the-science-of-brand-love-what-drives-long-term-customer-loyalty) 4 min read #### [The Science of Brand Love: What Drives Long-Term Customer Loyalty?](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/the-science-of-brand-love-what-drives-long-term-customer-loyalty) Feb 12, 2025 8:35:48 AM More Than Just Love—The Key to Lasting Brand Relationships We’ve all experienced it—the deep attachment to a brand that feels personal. Maybe it’s... [Decisions & Behavior](https://www.threadlinebranding.com/en-us/essays/tag/decisions-behavior) [Brand Relationships](https://www.threadlinebranding.com/en-us/essays/tag/brand-relationships) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/the-science-of-brand-love-what-drives-long-term-customer-loyalty) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/getty-images-VrmTKxewtWg-unsplash-1-scaled-1.jpg?width=2560&height=1221&name=getty-images-VrmTKxewtWg-unsplash-1-scaled-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/building-an-empathetic-brand-a-journey-towards-deeper-customer-connections) 3 min read #### [Building an Empathetic Brand: A Journey Towards Deeper Customer Connections](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/building-an-empathetic-brand-a-journey-towards-deeper-customer-connections) Sep 11, 2024 8:49:17 AM When we talk about building an empathetic brand, we first need to define what empathy means in a branding context. Empathy is the ability to... [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Brand Relationships](https://www.threadlinebranding.com/en-us/essays/tag/brand-relationships) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/building-an-empathetic-brand-a-journey-towards-deeper-customer-connections) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/DataStory-book-hero-1.jpg?width=1200&height=800&name=DataStory-book-hero-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/book-review/datastory-explain-data-and-inspire-action-through-story-by-nancy-duarte) 3 min read #### [DataStory: Explain Data and Inspire Action Through Story by Nancy Duarte](https://www.threadlinebranding.com/en-us/essays/blog/book-review/datastory-explain-data-and-inspire-action-through-story-by-nancy-duarte) Sep 3, 2024 7:40:05 AM Nancy Duarte’s DataStory emerges as a seminal work in the evolving field of data communication, asserting that data isn’t just an analytical tool but... [Book Review](https://www.threadlinebranding.com/en-us/essays/tag/book-review) [Narrative & Meaning](https://www.threadlinebranding.com/en-us/essays/tag/narrative-meaning) [Research & Insight](https://www.threadlinebranding.com/en-us/essays/tag/research-insight) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/book-review/datastory-explain-data-and-inspire-action-through-story-by-nancy-duarte) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/gantas-vaiciulenas-XvaggoLA1kM-unsplash-1.jpg?width=640&height=427&name=gantas-vaiciulenas-XvaggoLA1kM-unsplash-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/elevating-market-research-with-narrative-psychology) 4 min read #### [Elevating Market Research with Narrative Psychology](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/elevating-market-research-with-narrative-psychology) Aug 13, 2024 7:30:18 AM In today’s market research landscape, understanding consumer behavior goes beyond traditional methods. At Threadline, we believe in delving deeper... [Point-of-View](https://www.threadlinebranding.com/en-us/essays/tag/point-of-view) [Narrative & Meaning](https://www.threadlinebranding.com/en-us/essays/tag/narrative-meaning) [Research & Insight](https://www.threadlinebranding.com/en-us/essays/tag/research-insight) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/elevating-market-research-with-narrative-psychology) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/Presentation5-1.png?width=1280&height=720&name=Presentation5-1.png) ](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-the-storytelling-animal-how-stories-make-us-human-by-jonathan-gottschall) 3 min read #### [Review: ‘The Storytelling Animal: How Stories Make Us Human’ by Jonathan Gottschall](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-the-storytelling-animal-how-stories-make-us-human-by-jonathan-gottschall) Jul 26, 2024 9:47:46 AM From the very first pages of The Storytelling Animal, Jonathan Gottschall captivates readers with a compelling assertion: stories are much more than... [Book Review](https://www.threadlinebranding.com/en-us/essays/tag/book-review) [Decisions & Behavior](https://www.threadlinebranding.com/en-us/essays/tag/decisions-behavior) [Narrative & Meaning](https://www.threadlinebranding.com/en-us/essays/tag/narrative-meaning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-the-storytelling-animal-how-stories-make-us-human-by-jonathan-gottschall) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/1679938135096_png-2.webp?width=1920&height=1080&name=1679938135096_png-2.webp) ](https://www.threadlinebranding.com/en-us/essays/blog/book-review/impactful-communications-a-review-of-breaking-through-by-sally-susman) 4 min read #### [Impactful Communications: A Review of ‘Breaking Through’ by Sally Susman](https://www.threadlinebranding.com/en-us/essays/blog/book-review/impactful-communications-a-review-of-breaking-through-by-sally-susman) Jun 5, 2024 10:01:55 AM Sally Susman’s Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World stands out as an invaluable guide for those seeking... [Book Review](https://www.threadlinebranding.com/en-us/essays/tag/book-review) [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Narrative & Meaning](https://www.threadlinebranding.com/en-us/essays/tag/narrative-meaning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/book-review/impactful-communications-a-review-of-breaking-through-by-sally-susman) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/getty-images-0N5LhsMjjPE-unsplash-2-2.jpg?width=1920&height=1280&name=getty-images-0N5LhsMjjPE-unsplash-2-2.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/brands-are-relationships-get-it-right-in-two-steps) 5 min read #### [Brands are Relationships: Get It Right In Two Steps](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/brands-are-relationships-get-it-right-in-two-steps) May 23, 2024 9:39:23 AM In today’s market, branding transcends mere logos and taglines; it’s about creating relationships and stories that resonate with consumers on a... 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