Emotions about sustainable laundry
We asked consumers to map their emotions about a new format of environment-friendly laundry detergent. The results helped to improve the product and make it ready for a global launch.
We developed an emotion mapping app which allows for step-by-step self-reporting of all the micro emotions, associations, and evaluations that occur during the product or service journey. The app can easily be used in people’s own environment at their own pace, with minimal interruption to the product or service experience, making the setting very realistic.
We also make sure that during the journey users are focused on their intuitive experiencing self, not their rational, reflective self by keeping the tasks simple and short and non-intrusive. In addition, users of the app are asked to record short voice notes and videos to explain the underlying ‘why.’
We guide users carefully in these steps, but they decide which moments they evaluate – and so find most important. This ensures the experience determines the flow of the survey rather than the user being tied to a set of pre-defined questions.
Directly after the journey, users reflect on their ‘experience line’ which is generated on-the-fly and indicate ‘moments of truth.’ Our researchers analyze the combined data and identify the key insights.
The outcome of emotion mapping is the ideal starting point for the overhaul of an existing product or the development of a new product.
Users are focused on their intuitive experiencing self, not their rational, reflective self.
Emotion mapping can be applied in a wide variety of product and service domains, and in different moments of the innovation process. It can be used to test prototypes or finished products, to benchmark, or to get inspiration for new product or service innovation.
Also, crucially, it is not just the sum of individual experiences that determine people’s overall experience, but the relations between them. For example:
Because the development of today’s products requires the contribution of many departments and disciplines, one of the most challenging feats is to orchestrate these contributions into a unified product experience. Good news: Emotion Studio can help you with that process too.
Contact us to find out how emotion mapping can be used in your context!Contact us