The Challenge

From quality televisions to quilted toilet paper, Amazon and Walmart are two retail titans that offer almost anything a person could ever want or need in life. Wolvereye sought to identify the emotional DNA structure that shapes these two iconic brands. Not only did we seek to discover the differences that exist in their emotional makeup, we wanted to understand why consumers feel the way they do.

The Solution

To understand the emotional DNA structure that makes up Amazon and Walmart, we interviewed an online sample of more than 2000 individuals representing a cross-section of the United States population, based off the latest estimates provided by the U.S. Census Bureau. We quantified how intensely people were feeling discrete emotions, the overall emotional valence (how positively or negatively people felt), and most importantly, through our “adaptive method”, we identified why people felt the way they do about the brands.

The Results

Upon review of the study’s results, interesting themes took shape. People were feeling much more positive than negative toward Amazon. Walmart was a bit of a different story, there was an equal amount of both positive and negative emotion swirling around the brand. To our surprise, the strongest emotion felt toward both Amazon and Walmart was the emotion trust. We wanted to dig deeper into why people trusted the brands, and the results suggested that people trust the Amazon and Walmart for very different reasons. When thematically clustering patterns in unstructured data, we saw a lot of diversity in the reasons why people trust Amazon. People trust Amazon for a wide variety of reasons including dependability, customer service, price, delivery, reputation, plus many more. As for Walmart, we saw far less diversity behind the drivers of trust; people largely trust Walmart because they trust that they’re going to get a good price, and to a lesser extent, that they’re an established company.


We know that there are no two brands that have an identical emotional DNA structure, and just like every brand is unique, so are the reasons why people feel the emotions they do.