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.
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.
"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