Wallace & Washburn’s DecisionMODE division has been focused entirely on how emotions influences decisions. “Why People Don’t Buy Things” presented results of over 50,000 surveys conducted over a ten-year span. This led to major consumer-oriented and academic marketing research projects. Then, in 2012 the company was invited to partner in B2B research by IDG Connect, the world’s largest technology media company to determine how B2B buying teams really made decisions. Since then over 6,000 B2B buyer interviews have been conducted globally, confirming the influence of emotional outcomes in decision making.