Case Study: How Facial Coding & Qualitative Interviews Proved Joy

The Challenge

Storyblok, a global headless CMS leader, recently relaunched its website and messaging, centering both around the theme of joyfulness. The company didn’t just want to say the product creates joy, but to definitively prove it. The goal was to measure the “joy” in using Storyblok and back up its new messaging.

The challenge was twofold: how best to prove joy, and how to do it objectively.

The Solution

Storyblok turned to a joint partnership with IVP Research Labs and Sago’s Strategy + Insight. Leveraging IVP’s facial coding technology with the qualitative research expertise of the full-service Strategy + Insight team provided the ideal balance to uncover the data Storyblok needed while not influencing the results by direct participation.

Strategy + Insight worked with Storyblok to create a research plan that would meet the company’s needs. The Sago team conducted 20 online in-depth-interviews, each 30-minutes in length, with marketers in the US, UK, and Germany. Interviews were recorded using facial coding technology, capturing respondent emotions.

This resulting data proved that, in fact, the Storyblok platform does spark joy in users. 83% of participants experienced joy when they completed the tasks and explored Storyblok on their own. Further findings included that 55% of the participants experienced joy at the ease of updating content, and another 60% felt joyful using AI in Storyblok’s Ideation Room.

The combination of research approaches not only uncovered where users felt joyful on the platform, but why. Valuable insights on what felt different from other platforms, who users felt Storyblok was best suited for, and where there’s opportunity for growth will all help the company make smart decisions as it progresses.

The Results

Not only was Storyblok able to objectively prove that its platform sparks joy, but it gained a wealth of feedback it can use to explain to prospective users why its platform is different. The research has helped the company strengthen its sales and marketing efforts with tangible proof points.

In addition, this unique research approach – combining facial coding with qual interviews on a global scale – has driven media interest. Storyblok is rightly seen as a company unafraid of putting itself to the test and leveraging innovative solutions to do so.