The challenge
Our client, a blue-chip confectionary brand, wanted support gaining a deeper implicit understanding of 4 specific terms (Chocolate, Cocoa, Smooth and Creamy) used in the chocolate category by consumers, to inform several business activities, such as product design, positioning and communication.
![](https://sparkemotions.com/wp-content/uploads/2022/09/Exploring-implicit-term-associations-for-a-market-leading-chocolate-brand.jpg)
![](https://sparkemotions.com/wp-content/uploads/2022/02/1-to-1-in-depth-interviews-Case-Study-Methodology-Image.jpg)
![](https://sparkemotions.com/wp-content/uploads/2021/01/Online-Deep-Dive-Interviews-Case-Study-Methodology-Image.jpg)
![](https://sparkemotions.com/wp-content/uploads/2021/01/Online-Emotional-Measurement-Case-Study-Methodology-Image.jpg)
What we did
Fieldwork was conducted in two stages: 1-to-1 in-depth interviews helped us uncover hidden perceptions, associations, and feelings with the 4 terms, as well as extract themes, whilst the online deep-dive survey that followed focused on validating the findings from the first stage and further exploring implicit perceptions and associations with the terms
What we found out
- Market differences play an important role in the interpretation of the terms, especially for Chocolate and Cocoa.
- Some consumption occasions have stronger associations with Chocolate, whilst others do with Cocoa.
- Implicit associations are different to the considered associations, especially for Chocolate and Cocoa.
- Creamy and Smooth have similar consumption occasions.
- Although Creamy and Smooth are perceived as being very similar, implicit associations pick up subtle but important differences.
- Emotionally, some terms are linked to higher enjoyment and excitement than others.
![](https://sparkemotions.com/wp-content/uploads/2022/09/Global-chocolate-brand-image-yellow-bar.jpg)
![](https://sparkemotions.com/wp-content/uploads/2022/09/Exploring-implicit-term-associations-for-a-market-leading-chocolate-brand.jpg)
Testimonial
"Spark Emotions helped us uncover hard to articulate thoughts, emotions and associations through a range of implicit methods that were combined with explicit methods to provide compelling multifaceted insights. We look forward to working with them again."
David Fenning - Consumer Sciences