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 hair-care 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 a critical stage of the product experience. In this natural environment, the EVA team were able to measure and analyse the in-the-moment emotional product experience in a way that had never been done before.
Friction and flow
The EVA team delivered a comprehensive breakdown of the emotional response to all nine prototypes across all phases of the research, from unboxing to post-use reflections, enabling product development teams to understand the emotional benefits and 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 of each prototype
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 demonstrated that the in-shower experience was a central driver of product perception. We identified two standout products, pinpointing the exact scent and texture components that generated a spectacular emotional response, allowing product teams to develop a desirable haircare solution designed to meet the emotional and functional needs of their consumers.
