From a business point of view, the last year has essentially been about the economy and what we were once told was the worst recession since the Great Depression. I’ve long held the belief that the depth of recessions are manifestations of our own fears, i.e. we’re told there’s a big recession, so we slow our spending and boy, wow, we’re suddenly in a recession. I’m not discounting all the significant economic indicators, but I believe false pessimism leads to a deeper hole than one we might originally have been in.  So I was interested and chagrined to see this graph, courtesy of the Societé Générale which shows how economists are largely far more optimistic about recessions than the reality.

As James Montier, the author of the report wrote, “when you look at their record, it’s clear that the three blind mice have more credibility”.  A question I’ll pose now and try to answer later is this…if economists can be this wrong about predicting future behavior, how about brands?

Eggs are experts in identifying consumers’ emotional and functional needs and can map a marketplace by overlaying them with consumer segments to see where and when they matter most. It looks like this type of emotional need-mapping is catching on – literally.

A recent Google map mash-up called “I Feel” pinpoints what best meets consumers’ emotional needs in New York City, Toronto and London. Nine moods guide you through the three major cities so you can decide what to see and do with locations and activities you might not think of, but can discover solely by sentiment.

Feeling energetic in NYC? Head to NY Trapeze School. Feeling naughty? Experience the peek-a-boo bathroom walls at Thai restaurant Peep. Hungover? Enjoy Sunday brunch at Tea & Sympathy before a snooze in a quiet corner of Central Park. There are also suggestions for when you feel sophisticated, romantic, manly, girly and broke.

The best part about the “I Feel” series is that with Google’s open codes and creator Andy Whitlock’s friendly invites, anyone can self-select mood solutions for all to see. And with a new version due in the New Year, along with increased collaboration as word spreads, “I Feel” maps could help prove the power of brands that meet emotional needs.

As a seasonal side note, the “just for fun” map features one of my favorite feelings. I, for one, feel Christmassy for at least three months of the year and can’t wait to ask fellow cheermeisters to contribute by mapping a few favorite holiday hot spots…