Case Study: Duracell redefines alkaline battery performance with iMotions

Duracell redefines alkaline battery performance with iMotions using insights from 1.1 billion devices

Duracell, a leading battery manufacturer, sought to move beyond entrenched industry standards and gain deeper consumer insights to drive product innovation. They partnered with iMotions and its software platform to understand what consumers truly wanted from alkaline battery performance, looking beyond what customers could explicitly state.

Using iMotions' platform to synchronize and analyze implicit biometric data like eye tracking and galvanic skin response, Duracell discovered that consumers prioritized enhanced device performance over simple battery longevity. This insight led to a complete redesign of their alkaline battery technology. The new prototypes, purpose-built for better device performance, became blind test winners against all competitors, fundamentally shifting both Duracell's and the industry's approach to product development.

Duracell