Emotions and product appeal : a facial expression tracking study : case: VirQ by Virkkukoukkunen
Ruotsalainen, Kira (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202502152898
https://urn.fi/URN:NBN:fi:amk-202502152898
Tiivistelmä
The thesis explored product appeal by analysing facial expressions and emotional responses to conduct consumer research. The study aimed to provide VirQ by Virkkukoukkunen insights into a previously unknown customer segment (young, non-Finnish customers). Research questions focused on assessing product appeal and identifying strategies to enhance the brand’s attractiveness and visibility within this audience.
The study employed a mixed methods research approach, combining quantitative data from facial expression tracking using IMotions software and a questionnaire, alongside qualitative insights from semi-structured interviews and open-ended questionnaire responses.
The findings indicate that VirQ by Virkkukoukkunen products have the potential to appeal to young, non-Finnish consumers, although appeal varies by category. Refining product pricing, colours, and patterns, along with adjusting marketing strategies, could enhance their reach and alignment with this audience.
The study employed a mixed methods research approach, combining quantitative data from facial expression tracking using IMotions software and a questionnaire, alongside qualitative insights from semi-structured interviews and open-ended questionnaire responses.
The findings indicate that VirQ by Virkkukoukkunen products have the potential to appeal to young, non-Finnish consumers, although appeal varies by category. Refining product pricing, colours, and patterns, along with adjusting marketing strategies, could enhance their reach and alignment with this audience.