StarMaker Emotional Analysis
Frustration and Excitement is the new industry currency, and nobody understands it better than StarMaker.
StarMaker is an advanced emotional analysis suite, designed to explore and precisely understand specific emotions expressed spontaneously by engaged consumers at the category, brand or product level, and identify their root causes.
Emotion is a core driver of every action or decision we make
Consumers get excited when something happens in a category that allows them to be re-imagined. Equally, we become frustrated and irritated if something is flawed – that causes us to complain and move on to better brands.
We analysed 2million+ unprompted consumer reviews across 15 categories
Our analysis proved that levels of excitement and frustration towards products and services, are highly predictive of in-market performance. Products which generate more user excitement not only achieve sales spikes after launch, but they also last longer on shelf.
Create category disruption
Identifying and then precisely understanding excitement and frustration causes, at scale, becomes absolutely critical for innovators, who aim to create category disruption.
Clients understand what’s really going on from the eye of the consumer.
Unpick the DNA of a category, brand, product or campaign/launch in consumers’ own unprompted language, to understand how to create the right to win.
To find out more, and to learn how our innovation supertool StarMaker can help your business, contact London@happen.com
Businesses already enjoying increased success rates with StarMaker:
“We are really excited by what this approach can do for us at RB. StarTrack’s game-changing approach has helped Scholl to accelerate product launch optimisation.
Our Marketing, CMI and Trade teams now have a deeper level of insight around what’s driving consumer frustration and excitement in our launches. That gives us the confidence to react fast to course correct what’s not working, optimise execution and communication, build stronger trade stories and establish a stronger competitive advantage.”
Dr. Christian M. Niederauer, CMI Europe, Scholl @ Reckitt Benckiser
“Starmaker’s approach to exploring different consumer emotions is clearly new and different.
Showing what drives frustration and excitement is a great way to help marketing teams to prepare their next NPD launches, develop relevant CRM communications and even collate relevant consumer-led social media content and marketing campaigns.
It gave us a 360 degree view of the category, allowing us to understand the big category macro trends and competitor performance all the way through to consumers’ motivations. Recommendations were actionable and commercially focused in a way that internal stakeholders can use the insights in the implementation of their strategies.”
BenedicteYoldjian, Group CMI @ L’Oréal
“This feels different because it reveals under-served needs and more importantly the drivers of those needs in context for a category.
It has helped us to rethink our approach to insight and innovation. We have discovered insights that we can benefit from as a brand and our teams now have a deeper level of insight around what’s driving consumer frustration and excitement in our category and what’s influencing consumer’s choices based on their experiences of other categories and products. We feel we have some really strong platforms to innovate based on this insight.”
David Kennedy, Head of R&D @ Ecover