FFunction developed this concept for a client who wanted a visual marketing analysis tool probing an important area of inquiry: how to get people to buy more chocolate.

The design uses a variety of data visualization techniques including interactive maps, clickable icons, horizontal bar charts and survey excerpts to demonstrate ephemeral trends relating to feelings about chocolate and what respondents associate with it.

The tool highlights words and concepts that emerged when talking to people about chocolate, which can be roughly aligned within three broad themes: functional (energy, physical appearance, convenience), emotional (desire, anger, frustration) and sensory (bitter, crunchy, aromatic). Words that tended to pop up frequently were grouped together in clusters that were scaled to indicate the frequency of associations.

Visual analysis dashboards such as this are incredibly useful for get marketers and business leaders thinking more deeply and looking more objectively, thus making better decisions. It’s the future of marketing analytics.