Qualitative research allows us to look through ‘the eyes of a consumer’ and understand the emotions and attitudes behind decisions. However, collecting a robust sample of consumers’ emotions at a large scale remains a challenge.

To tackle this challenge, SKIM has innovated a new hybrid approach for early-stage NPD research. By using a voice analytics tool, we can analyze ‘how’ people communicate their needs, attitudes and interest, to better uncover implicit emotions for more effective innovation strategies.

We recently teamed up with Johnson & Johnson to put this new research technique to the test to mine emotions.

Focusing on the topic of stress, join us at BHBIA Annual Conference 2020 where we’ll share our journey to measure the consumer appetite for mainstream anti-stress digital innovations using this new hybrid approach.

Judith Suttrup, Senior Research Manager

Date and time: Tuesday, 12 May 2020 at 15.20-15.35
Location: Plenary session, De Vere Beaumont Estate, Old Windsor, Berkshire


“We are constantly investigating ways of gathering deep human understanding using both explicit and implicit tools.”

– Sofia Jorman, Consumer Science Manager, Global R&D operations, Johnson & Johnson Consumer Division SelfCare