Tangled Emotions
Haircare is emotional. Consumers deeply emotional relationships with their hair drives their purchasing decisions. Kindling EVA partnered with a global FMCG company to test the emotional response to nine prototype haircare products at critical phases in the consumer journey, including in the shower. That’s right, in the shower.
Watertight Insights
Kindling EVA introduced innovative testing methodologies to make the impossible possible, using waterproof smart watches for audio capture to gain insight into the most critical stage of the product experience. In this natural emotional environment, the EVA team were able to measure the emotional response to the prototypes from first impressions to in-shower usage, through to their reflections over the following days.
Friction and flow
The EVA team delivered a comprehensive breakdown of the emotional response to all nine prototypes across all phases of the research, enabling product development teams to understand the emotional benefits, and emotional friction points that defined the consumer experience.
Deep-Dive Deliverables
Moment to moment emotional response mapping at every stage of product journey – including in the shower
Emotional DNA
Emotional response by texture and fragrance
Emotional response by specific hair type and needs
Emotional high and lows
Respondent reviews
Actionable insights
Developing the desirable
EVA data proved that the in-shower experience was the primary driver of product perception. We identified two standout products, pinpointing the exact scent and texture components that generated a spectacular emotional response, allowing stakeholders to develop a desirable product solution designed to meet the emotional and functional needs of their consumers.
