Emotional
market analysis
Why you need this
Premo can help you understand which emotions are evoked by your product, and how this differs from competitors’ products. The visual nature of the data of a Premo survey makes it easy to compare the different results. The data gives you insight into the emotions evoked by different features of the products. It will help you understand how you can improve your product so that it triggers the intended emotional reaction and stands out from the competitors’.
Typical research questions
Which emotions does our product evoke compared to competitors’ products?
On which aspects of our product could we improve the emotional response?
On which aspects are our competitors’ products winning?
On which aspects of our product are we doing well, which we can strengthen and leverage for other aspects?
Nestlé Pure Life
Nestlé Pure Life was interested in understanding how different
water bottle designs influence emotions and the perception of benefits. A qualitative study with 24 users and a quantitative
study with 420 respondents were conducted. The stimuli were
20 different bottled water samples, including some that are on the prototyping phase. Premo was used to map the evoked emotions. The analysis identified the relationship between sensory properties of packaging and emotional responses of the experience as a whole. The study resulted in two strategies for designing a bottle with a positive emotional impact. The project showed how research using Premo can provide powerful insights for package design.
Delft University of Technology
Wheelchairs are traditionally approached as highly functional products: Ergonomics, usability, and technology define the design. Wheelchairs for children look very much like adult wheelchairs, just with some cheerful colors added. The aim of the study was to gain insight into the emotions that were evoked by different wheelchairs, as well as why these emotions were evoked. The results were used to develop a wheelchair that has a much more positive emotional impact. The emotional responses of children and their parents towards conventional wheelchairs were reported with Premo. The stimuli were six wheelchairs with similar characteristics, but different appearances. The different models evoked a different set of emotions. Some models evoked mainly negative emotions, while others evoked ‘mixed emotions’. The responses of the children were considerably different than the responses of the parents. The research showed again that Premo is the perfect tool to measure the subtle non-basic emotions that are typically evoked by product design, both for adults and for children.