A NEW company claims to be able to "revolutionise" the way other businesses and brands research their target markets.

Emotional Logic, based in Newcastle, will use a range of tools, including emotional and statistical analysis, to offer an insight into consumer intelligence.

The four-strong team led by managing director Annett Pecher, has more than 15 years of expertise in a wide range of industries including, tourism, food and drink, technology, education, consumer products and leisure.

She said: "Brands today are becoming invisible because they use the same research tools. There is enormous potential to stand out from the crowd, but only with the right balance of research methods.

"Excluding the way consumers feel, means excluding half of the decision-making process. This is why we look at both emotional and rational factors."

The firm has already worked with a number of clients, including Land Securities, The Gate, and Durham Business School.