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Case Study

Unilever: Increasing consumer joy by 79%

Unilever measured emotional responses of two product prototypes to improve customer experience and product innovation


Revealed key emotional triggers for Good & Bad Hair Day

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Linked emotional reaction to prototype product to specific hair type

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Identified best performing product based on specific emotion



On any day, 2.5 billion people use Unilever products to look good and feel good with 400 brands giving them a unique place in the lives of people all over the world.

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Unilever challenge was two fold:

  1. To quantify the emotional reaction to ‘Good and Bad’ hair days to understand consumers feelings and whether specific hair conditions affect these feelings
  2. To explore emotional differences between consumer groups and their feedback on two product prototypes.
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Adoreboard leveraged memory writing to analyse consumer feedback by using:

  1. Emotion analysis to explore the relationship between specific hair problems, good/bad hair days and state of mind.
  2. Leveraged open-ended responses from consumers after prototype trials to evaluate consumer groups and product experiences.

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