/* global window */ window.__REPORT__ = { slug: "consumer-product-reaction", title: "A consumer-product reaction study, frame by frame.", lane: ["CONSUMER / WELLNESS", "FIELDED JUN 2025"], heroTags: [ { label: "SOURCE-LINKED" }, { label: "ANONYMIZED" }, { label: "n = 112" }, { label: "VIDEO + EMOTION" }, ], heroMeta: [ { dt: "METHOD", dd: "Emotion-coded video + survey + AI-moderated interviews" }, { dt: "SAMPLE", dd: "112 usable (535 eligible, 1,000 entered)" }, { dt: "INPUTS", dd: "340 surveys · 127 reaction videos · 112 interviews" }, { dt: "SPLIT", dd: "69 women · 43 men · ages 25–54" }, { dt: "STIMULUS", dd: "One 70-second promo video" }, { dt: "FIELDED", dd: "Jun 2025" }, ], summaryPre: "Across 112 consumers, the survey said greenlight and the faces said wait. Stated interest ran hot — 89 of 112 rated the experience 8 or higher out of 10 — but in-the-moment emotion stayed mild, peaking only near the 40-second mark", summaryMid: "and the in-the-moment read was carried by a single gentle rise in happiness, nothing else", summaryPost: "The gap between what people said and how they reacted is the whole report: the creative earns its best beat after viewers have already decided how to feel, and the lukewarm read traces back to unanswered questions about price and safety, not bad taste.", cites: { c1: { label: "[INTEREST 89/112]", ref: "STUDY · STATED INTEREST · 89 OF 112 RATED 8+", body: "On a 1-to-10 interest scale, 41 of 112 participants gave the experience a perfect 10 and 89 of 112 rated it 8 or higher. Read cold, the survey reads as a clear greenlight — which is exactly why the emotion layer matters.", }, c2: { label: "[EMOTION MILD]", ref: "STUDY · EMOTION CODING · HAPPINESS ONLY, MILD", body: "Across 127 reaction videos, happiness was the only emotion to rise above baseline, and it rose gently — from roughly 1.5 to a single peak near 3.0 (of 5) around second 40, then settled. No surprise, no discomfort, no strong pull. Honest read: enjoyable, not exciting.", }, }, stats: [ { v: "89/112", l: "rated interest 8+ out of 10" }, { v: "~40s", l: "where in-the-moment emotion peaked" }, { v: "52–70%", l: "named price as the top purchase blocker" }, { v: "112", l: "qualified consumers, video + interview" }, ], findingsHeading: "Five findings — where attention held, where it dropped.", findingsIntro: "Each finding links to its source evidence — the emotion curve, verbatim interview quotes, and the share of respondents who voiced it. The full evidence layer ships in the downloadable report.", findings: [ { num: "FINDING 01", tag: "HIGH IMPACT", tagAccent: true, hi: true, title: "The reaction peaks too late — value lands after the decision", verbatim: "Yeah, what I saw, that's quite okay. It's really, really amazing. It's something I already want to explore.", meta: ["low to ~20s", "peaks ~40s", "fades to end"], timeline: [0.18, 0.22, 0.31, 0.46, 0.6, 0.52, 0.38], }, { num: "FINDING 02", tag: "HIGH IMPACT", tagAccent: true, title: "Said-vs-felt gap — the slider ran hot, the face stayed mild", verbatim: "I think nothing changes as long as I enjoy it… the experience will be lovely based on the introduction video. But I don't think anything can make me more interested.", meta: ["89/112 rated 8+", "happiness only", "peak ~3.0 of 5"], confidence: 0.79, confidenceLabel: "RATED 8+ ON STATED INTEREST", }, { num: "FINDING 03", tag: "HIGH IMPACT", tagAccent: true, title: "Price ambiguity — people guessed expensive and braced for it", verbatim: "Wow. Are you for real? I was actually budgeting, like, ten thousand. Okay, so yeah — I'm so going to buy and gift it.", meta: ["52% on one Q", "70% on follow-up", "guesses ran high"], confidence: 0.7, confidenceLabel: "NAMED PRICE AS A BLOCKER", }, { num: "FINDING 04", tag: "MED IMPACT", title: "Safety unknowns — the unstated fear filled the vacuum", verbatim: "The only thing that would detract me is fear of something going wrong, because I have anxiety. I'm very anxious and fearful.", meta: ["28% feared damage/harm", "27% raised an ethics concern", "all unprompted"], confidence: 0.28, confidenceLabel: "RAISED A SAFETY OR HARM CONCERN", }, { num: "FINDING 05", tag: "LOW IMPACT", title: "Timing is a non-issue — the one thing survey and faces agree on", verbatim: "The time doesn't really determine my participation. I've anticipated this kind of experience. Whatever time it is, I'll clear my schedule.", meta: ["69% timing won't decide", "survey agrees", "stop spending on it"], confidence: 0.69, confidenceLabel: "SAY TIMING WON'T AFFECT THE DECISION", }, ], recommendation: { title: "Lead recommendation surfaced from Findings 01 and 03", heading: "Lead recommendation surfaced from Findings 01 and 03", body: "Move the payoff forward. State the price plainly inside the first ten seconds and pair it with two reassurances people went looking for — that it's safe, and that it's worth it on its own terms. The peak reaction already exists in the footage; the job is to land it while attention is still live and close the unknowns that turn a warm idea into a hesitant maybe.", tags: ["FRONT-LOAD VALUE", "NAME THE PRICE", "KILL THE UNKNOWNS", "112 PARTICIPANTS"], confidence: 0.79, confidenceLabel: "EVIDENCE STRENGTH", }, evidenceHeading: "Two verbatims behind the said-vs-felt gap.", evidence: [ { time: "—", speaker: "INTEREST THEME · 79%", body: "The whole experience, you get to see things from an angle we can't on the ground. Honestly, I'd love it. But the price, possibly — for an experience you really can't put a price tag on it.", tags: ["INTEREST · 79%", "THEME · STATED", "FINDING 02"], }, { time: "—", speaker: "PRICE THEME · 70%", body: "The only thing that can detract me is price. I'm okay with the location and time zone, there's nothing I'm afraid of going wrong. The only thing is price.", tags: ["PRICE · 70%", "THEME · BLOCKER", "FINDING 03"], }, ], personasHeading: "Four reaction segments — who the re-cut has to convince.", personasIntro: "Segmented from emotion response and interview language, each with its share of the sample and the line that defines it.", personas: [ { share: "35–40%", tag: "MAIN PERSONA", name: "The Warm Maybe", quote: "It's really amazing, something I already want to explore. I just need to see the value for the price.", about: "Rates interest high, reacts mildly, and stalls on a single open question: is it worth the money? Answer the price up front and this segment converts. Leave it ambiguous and they drift.", }, { share: "20–25%", tag: "EASY WIN", name: "The Gift-Giver", quote: "I'm so going to buy and gift it — to loved ones, family, my children, to experience this.", about: "Already sold on the idea as a present for someone else. 65 of 112 would buy it as a gift. They don't need persuading on the experience, only a clean, confident price and a reason to act now.", }, { share: "20–25%", tag: "WINNABLE", name: "The Anxious Holdout", quote: "Something going wrong — I didn't even think of that. I have anxiety. That's the thing that would stop me.", about: "Wants in but invents worst-case scenarios the video never addressed: safety, harm, things going wrong. Name the safeguards on screen and most of the fear evaporates.", }, { share: "10–15%", tag: "HARDEST", name: "The Authenticity Skeptic", quote: "It depends what you're interested in. It's a substitute — I'd still rather do the real thing.", about: "Reads the experience as a stand-in for the genuine article rather than its own thing. The smallest segment and the hardest to move; the re-cut should get ahead of the comparison instead of ignoring it.", }, ], gateTitle: "Get the full reaction report — the second-by-second emotion curve, all four segments, and the verbatim evidence behind each finding.", gateDesc: "Drop your work email. We'll send the full report (PPTX and CSV available on request). No marketing follow-up unless you ask — we hate it too.", gateIncluded: [ "Full PDF", "Second-by-second emotion curve", "CSV findings export", "All participant verbatims", ], related: [ { href: "/blog/sample-report.html", report: true, lane: "REPORT · 13 min", date: "Oct 2025", title: "The challenger's playbook: beating the Giants in sportswear (n=259)", excerpt: "Where brand worship gave way to proven value — comfort, peer trust, and the personas you can steal from the incumbents.", author: "NeroView Research", meta: "Consumer / sportswear", }, { href: "/blog/synthetic-vs-human.html", report: false, lane: "INDEX · 12 min", date: "Jun 2025", title: "Synthetic vs. human research: when each one wins", excerpt: "A practitioner's decision matrix for the silicon-sample era — and the validation evidence behind each line.", author: "NeroView Research", meta: "Methodology", }, ], };