Recently, we conducted a consumer focus group discussion and utilized EDA (Electrodermal Activity) devices to delve deeper into emotional responses from consumers. The goal was to explore the differences in emotional reactions between Brand A users and users of competitor brands. Specifically, we hypothesized that Brand A users would show more active emotional responses than competitor brand users. However, an unexpected yet intriguing outcome emerged.
Insights from EDA Data
During the focus group discussions about Brand A and its competitors, consumers who primarily use dishwashers showed almost no emotional response when discussing Brand A’s handwashing dish detergent. The SCR (Skin Conductance Response) data revealed a significantly lower level of emotional activity in this group.
Why did this happen?
After combining the EDA data with qualitative insights from the discussions, two key factors likely contributed to this outcome:
Lack of Product RelevanceFor consumers who primarily use dishwashers, handwashing dish detergent may seem less relevant to their daily lives. As a result, Brand A's handwashing dish detergent may not have resonated emotionally with them.
Absence of Emotional ConnectionThis group of consumers likely felt no strong emotional connection or interest in Brand A’s handwashing dish detergent.
What the Data Tells Us
This outcome reveals something deeper than the data itself. It shows that even loyal users of Brand A may not exhibit the same level of interest or emotional response across all product categories. The context in which consumers use the product plays a crucial role in shaping their emotional reactions.
Strategic Directions Moving Forward
Targeted SegmentationBrand A's handwashing dish detergent should focus on consumers who primarily handwash dishes as the core target audience. Conversely, for those who primarily use dishwashers, marketing efforts should emphasize Brand A's dishwasher-specific products.
Highlight Product RelevanceIt’s essential to communicate the unique value Brand A can provide to dishwasher users.For example, actively promoting Brand A’s range of products, including dishwasher-specific detergents, would help engage this audience.
Strengthen Emotional Connections by ProductDevelop experience-driven marketing campaigns that help different consumer groups feel more emotionally connected to specific Brand A products.
Building a Closer Connection with Consumers
This study provided Brand A with an excellent opportunity to gain a deeper understanding of consumer emotional responses and product relevance. Using these insights, Brand A can craft strategies that bring it closer to its customers.
Brand A is well-positioned to go beyond simply offering products—it has the potential to become a trusted brand that delivers genuine value in the everyday lives of its consumers.
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