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Here's a summary of the study and recommendations.


Chocolate and the emotional lives of women: 2015 Survey Results

 

We know that women love chocolate. But just how much do they love it?  What deep emotional need does this love fulfill? And how premium chocolate brands can bring forward just the right innovation and branded communication to appeal to women’s hearts today?

We asked 300 women across Canada to share their stories and emotional moments related to chocolate. While reading women’s words and stories, we noticed four distinct emotional territories and many potential rich chocolate moment intersections.  

This report summarizes our findings, usage and attitude observations, and key science facts about one of the most beloved foods in the world – chocolate. These ideas are inspired by our personal love for chocolate, knowledge of the category and human sciences, and supported by fresh survey data.

 

Women use many words to describe chocolate:

 
 

The most emotionally rich words point to four emotional territories for premium chocolate brands:

 

  1. R&R: comfort, relaxation, calm, melting, soothing, stress reducing, therapeutic, sustaining.
  2. Triple S: Sinful, Sexy, Satisfying: addictive, sex (or better), bad, craving, dark, erotic, bittersweet, oh la la, mmmm, intoxicating, tempting, irresistible, ravishing.
  3. Divine: heavenly: bliss, delightful, beautiful, glorious, healthy, love, Thank God.
  4. Lux: rich, luxurious, reward, expensive, luscious, exotic, decadent, perfect, rewarding, without fail.  

 

When women think about chocolate, they experience these emotions:

(Please play with this Map to see what kind of JOY and BODY SENSE women feel. Make sure you click on the filter "Describe the best chocolate experience of your life")

Science behind the Four Emotional Territories


In women's lives, chocolate is more than just a sweet tasty food or a treat. It's an emotional companion especially in vulnerable moments.

What women feel when they crave chocolate:

(Please play with this Map to see what kind of SADNESS, ANGER, JOY and BODY SENSE women feel. Make sure you click on the filter "What women feel when they crave chocolate")

(Please play with this Map to see what kind of SADNESS, ANGER, JOY and BODY SENSE women feel. Make sure you click on the filter "What women feel when they crave chocolate")

 

Some potentially rich communication and innovation ideas can be found on the intersection of emotional & physical needs, or emotional states & occasions. Multichannel and multi-sensory approach will establish a strong brand connection in the brain, for example:

  • Sad/depressed on a lonely night (offer a soft object + chocolate through a social media blog);
  • Tired, driving after work, need a boost (offer a music app + chocolate through a smart phone/mobile);
  • Holiday, happy TOD (morning/night), family, home-made hot chocolate time (offer a recipe: smell + chocolate + a new family ritual through FaceBook or Tweet);
  • A romantic moment, want to keep the relationship fresh not just on V-day (offer a sensual ritual + 5 senses + chocolate);
  • Grocery shopping after work, bored, hungry, tired (offer visual/POS + instant gratification option: eat and pay later; in-store). 
 
N=300, Women between 25 and 50, chocolate users across Canada

N=300, Women between 25 and 50, chocolate users across Canada

 


Women are full of contradictions

 

They think life is to be lived, savoured and enjoyed, yet they care more about others than about themselves. They are open to trying new things and recipes, and believe in quality over quantity, yet they would not always use the best products, brands and ingredients for themselves. Price still does matter. There’s a fine line between “highest quality” and desirability. 

N=300, Women between 25 and 50, chocolate users across Canada

Some background:

 
 

Please contact us if you want to test our Emotion Analytics tool at lana@heartbeatai.com.

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