Webinar Q&A: How Emotion-Led Research Reveals What Users Really Feel

Can you give a specific example where respondents don’t articulate things well, but the biometrics clearly reveal how they feel?

Absolutely. One of the biggest strengths of emotional measurement is its ability to surface reactions that participants might not verbalize or even consciously notice.

In the Storyblok study, participants completed several tasks on the platform. When asked later about their experience, most could only recall the final moments. Facial coding, however, revealed emotional spikes at precise timestamps.

Two examples stand out:

• The “Free Play” Discovery Moment: Participants explored Storyblok freely at the end of the session. Although they didn’t describe this as their favorite moment, biometrics revealed the highest joy hit rate of the study (83%). Their facial expressions showed genuine delight that went unspoken.
• AI Features: Respondents often talked cautiously about AI or focused on functionality, but facial coding showed joy “off the charts” when AI features worked smoothly – a stronger reaction than what they expressed verbally.

Does the fact that someone is being observed influence their facial expressions?

Facial coding is effective at classifying genuine emotions, though nuances like sarcasm or intentional posturing exist. That’s why it’s paired with self-report.

If a participant smiles but rates the experience negatively (or vice versa), it signals a mismatch worth exploring. Conversely, alignment (in this case a smile paired with a high rating) confirms authenticity. Facial coding tools also provide internal accuracy metrics to ensure proper classification.

How do you decide which moments are best suited for emotional measurement versus verbal feedback?

The team used a “what” vs. “why” model:

• Facial coding captures the “what.” It measures micro-expressions during key interactions like adding content blocks, translating text, or using AI tools. These are moments where unconscious reactions surface.
• Qualitative discussion captures the “why.” Moderators contextualize emotional spikes to understand whether joy comes from intuitive design, smooth execution, or time-saving features, and whether frustration stems from usability issues.

Pairing these methods provides both clarity and dimension to the insights.

How can emotional validation shape messaging or future campaigns?

In the Storyblok study, the research validated the brand positioning of “joy.” Users consistently felt delight across markets tested. This led to:

• Confirming “joy” as ownable brand territory
• Strengthening brand distinctiveness in a technical category
• Providing scientific support for creative decisions that lean into emotion rather than just functionality
• Demonstrating that users genuinely enjoy the product’s simplicity, speed, and AI enhancements

This emotional reinforcement has already informed brand messaging and tracking studies.

Where do you see emotion-led research evolving next?

The experts at IVP and Sago are witnessing two key shifts in market research: a deeper focus on consumer well-being and rapid advancements in technology.

1. A strong movement toward consumer well-being
Traditionally, research questions centered on functional considerations.

“Do you like this?” “Would you buy this?” “Does it meet your needs?”

Today, we’re seeing a broader exploration of consumers’ lifestyles and the emotional benefits products may provide.

For example, IVP has conducted extensive research around themes like excitement and relaxation, including ways to reduce stress. Researchers increasingly want to understand whether a product or service delivers emotional impact or is simply used out of habit. Does it make life easier amid modern stressors? Does marketing creative effectively communicate that positive impact?

These questions reflect a growing trend toward emotional resonance in product positioning. The recent Storyblok study illustrates this shift: beyond meeting clear user needs (site creation, text changes, authoring), the platform aimed to address unspoken emotional needs such as ease of use, happiness, and reduced frustration.

2. Technology enabling in-field research
As wearable technology matures, opportunities for in-field and in-environment research are expanding. Previous barriers to collecting quality data (such as battery limitations and processing inefficiencies) are diminishing thanks to longer battery life and improved algorithms.

Respondents are also more familiar with devices like Apple Watches, Fitbits, and Garmins, which makes leveraging these tools in research easier. Additionally, advancements in smartphone camera quality have made remote facial coding more robust. While challenges like data transfer and motion tolerance remain, the increasing availability of high-quality consumer technology is unlocking new possibilities for richer, real-world insights.

Have emotion-led findings helped win internal approval for unconventional ideas?

Yes, though less common, emotion-driven insights sometimes support bold creative choices:

CPG Example: A fragrance study included an “oddball” option. Surprisingly, it elicited strong positive reactions, leading to its use in a seasonal spin-off.

Pharma Example: Concept videos initially received negative facial coding responses, despite neutral survey data. Adjustments were made, and follow-up research confirmed the new creatives better aligned with patient emotions.

These examples show how emotion-led research can validate creative risks and guide decisions that might otherwise feel uncertain.

Want to check out the full webinar? Click here.