StarMaker is our advanced emotion analytics toolkit
We’re helping clients strengthen innovation, improve brand engagements and optimise launches all using transformational analytics on the emotion in real, observed consumer data.
We all express every kind of emotion. However, as consumers we only tend to move towards brands when they create excitement, and away from them when they cause us frustration.
Our analysis of 2million+ unprompted consumer reviews across 15 categories, showed that levels of excitement and frustration are highly predictive of in-market performance. In other words, products which generate more user excitement not only achieve sales spikes after launch, but also last longer on shelf.
StarMaker identifies the excitement and frustration that consumers express at a category, brand or product level, and explains their root causes, at the verbatim level, bringing clients closer to their consumers. With precise understanding of the root causes of these emotions, our clients can create new and improved products, disrupt categories and fix underlying issues that help them win at shelf.
For a demo presentation or to find out more contact London@happen.com
“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