The power of the ‘Think, Feel, Do’ tool

Having studied and worked in marketing for many years, I’ve used various models and frameworks to develop brand strategies, marketing plans and customer propositions / innovations. Still, when our founder Susie Partridge first talked to me about the ‘Think, Feel, Do’ tool, I must admit that I had to refresh my memory.

In marketing, we often think we know our customers, their demographics, interests and needs – but to really understand what drives the way they perceive a brand, their attitude towards it and most importantly, their actual behaviour, it is worth going a step further.

We’ve now applied the ‘Think, Feel, Do’ tool many times with clients, for example when developing a new brand strategy like we’ve done recently for the International Education group at Cambridge University Press & Assessment. It’s also great to use when creating new customer propositions and we introduced it at Primark as part of their customer proposition development process. Every time we use it, we feel the difference it brings to how we and our clients think about the target customer we’re getting to know and the positive impact of that to the strategy or proposition we’re developing.

What is the ‘Think, Feel, Do’ tool?

The ‘Think, Feel, Do’ tool is a marketing framework that helps organisations and marketers understand customer behaviour and decision-making. It is based on the idea that customers tap into their thoughts and feelings – whether conscious or sub-conscious – before taking action, which can include making a purchase. These three stages are represented by the three components of the model: Think, Feel and Do:

Think, Feel, Do ©Blue Feathers Ltd.

1. Think: This stage of focuses on a customer’s cognitive processes, including information gathering, research and evaluation. They think about the product or service, and compare alternatives, considering what features and benefits each offers them. Marketers aim to influence customers’ thoughts by providing compelling and informative proof points to highlight the functional benefits which their product or service brings to address customers’ needs or pain points.

2. Feel: This stage focuses on the emotional aspect of the decision-making-process. Customers develop feelings and emotions based on their interactions with the brand and how it resonates with their values and aspirations. Marketers use storytelling, personalisation, and engaging experiences to create an emotional connection that will influence brand loyalty and customers’ willingness to further engage with the brand.

3. Do: The ‘Do’ stage represents the action or behaviour we see from customers. This could be making a purchase, signing up for a service, or engaging with the brand in some way. Marketers aim to optimise the customer journey by removing any barriers that would prevent customers from taking action. A clear call to action (CTA), easy navigation or user-friendly checkout processes can help conversion to purchase.


How do we use the tool?

When developing a new brand strategy or customer proposition, we first ask ourselves the question: Who is our target customer, and what attitude and behaviour do we want to change?

Once the target customers are defined, we look at what they think, feel and do TODAY in relation to our brand or opportunity, giving us a view of the status quo that we need to change:

Think: What are their current beliefs? What’s in their head, and why?

Feel: What’s their current perception of the brand/product/service we’re offering? What emotional connection do they have to it?

Do: What behaviour do they show as a result of what they think and feel?

The second step is to describe what we want the target customers to think, feel and do in the future, as a result of the new brand strategy or proposition that we’re developing:

Think: What are the key messages we want them to remember? Example: These guys know their stuff, they have what I need.

Feel: What are the emotional benefits and reasons for our customer to engage with our brand? How does it link to their values and aspirations? Example: Feel informed, supported, more confident, relieved, intrigued, prepared, relaxed.

Do: What do we want them to do, what behaviour do we want to see? Example: Download, sign up, follow, give feedback, get involved, visit the website, contact a salesperson.


How to put theory into practice

We recommend writing your ‘Think, Feel, Do’ from your customer’s perspective, using their words and language to make it as realistic as you can. You should be able to get your inputs from places you’d usually look for customer insights, for example by watching focus groups, looking at what customers are saying on social media, reading research reports, watching customers as they shop, gaining feedback from sales staff.

Here is an example:

Imagine you’re about to launch a new mobile fitness app called FitX, offering personalised training programs.


Think: I want to increase my fitness, but I don’t have much time and I don’t want to spend a lot of money on expensive gyms or classes.

Feel: I want to have fun while I get fitter, and I don’t want to add more stress into my life.

Do: I go for a run now and then, but I don’t keep track of how this impacts my fitness.


1. Think: FitX is cheaper than a gym membership and easier because I don’t have to drive anywhere – I can work out from home. It offers extra value with personalised training programs, free webinars, and evidence-based fitness information for me.

2. Feel: I feel motivated to use FitX as I’ve seen how real people like me have improved their fitness in a short amount of time. It’s fun to be able to track my fitness goals so easily.

3. Do: I’ve signed up for the 1-week free trial with FitX and added my details to get personalised fitness advice.

Why is it useful?

We apply the ‘Think, Feel, Do’ tool when developing new brand strategies, customer propositions or marketing campaigns. We use it to better understand that change we need to drive in how customers are thinking, feeling and then acting in order to achieve our goals. It brings to light underlying customer motivations, insights and also potential barriers.

As a result of using the ‘Think, Feel, Do’ tool, marketers can develop campaigns and activities that appeal to customers cognitive and emotional needs, ultimately leading to desired actions. By addressing both the rational and emotional aspects of the customer journey, brands can create more impactful marketing strategies that really resonate with their target audience.


The biggest reason we like to use the ‘Think, Feel, Do’ tool is that it brings a truly customer-centric approach.

By understanding a customer’s thought processes, emotions and behaviours, brand strategy and messaging can be tailored to meet their specific needs and desires, and overcome their pain points.

This customer-centric approach helps to create a more compelling and relevant brand positioning, product or service that not only drives sales, but also creates an emotional connection. This in turn leads to customer engagement, brand loyalty and differentiation in market – ultimately contributing to the success and growth of the brand.


Author: Christina Bertram

Christina is a brand and marketing specialist, adept at combining a clear strategic vision with commercially driven execution. She has been delivering successful brand positioning and marketing plans for iconic brands for over 20 years, including for Tesco, Aviva, Cambridge University Press & Assessment and various spirits brands including Absolut Vodka, Campari, as well as launching Aperol Spritz into the UK. Christina is passionate about connecting brands and consumers through relevance, emotion, and purpose.