What we uncovered through emotional mining was both consistent and profound. People weren’t simply praising the oils. They were describing how those oils made them feel. One person wrote, “That salad was suddenly the best I’ve ever made.” Another shared, “Guests kept asking what I added.” Someone else said, “I gave it as a gift — now everyone’s hooked.” Beneath these seemingly small moments lay something bigger: a pattern of emotional outcomes that people didn’t always name, but clearly experienced. To understand them more deeply, we applied a Jobs To Be Done framework, mapping not the functional reasons people used Kraidlzeig, but the emotional progress they were trying to make. What emerged were six recurring emotional “jobs” the brand was fulfilling — often without users consciously realizing it. Together, these insights pointed us toward a deeper shift in positioning. Kraidlzeig wasn’t just a product people used.It was a feeling they experienced —one drop later.